FA: Women's Euro 2022 Roadshow

Women’s Euro 2022 Roadshow.

NATIONAL PROMOTIONAL PROGRAMME

The FA’s brief to Heart was to create an experiential promotional tour that visited all 9 women’s euro host cities designed to bring awareness to the tournament, help to sell tickets to the games, provide regional content for the BBC and inspire the next generation of female footballers. Our challenge was to create a range of experiences for all ages and abilities, but specifically girls that have never followed or played football before.

The Brief.

Our aim was to create a football fan zone for an audience that aren’t necessarily fans of football. Although the roadshow’s purpose was to promote the tournament, it did so with a focus on music, creativity and play.

By offering a range of fun, non-competitive activations, we hoped to draw in a new audience and introduce them to every aspect of the women’s game.

We created six fun and inclusive challenges and masterclasses for all ages and abilities that covered everything from being a fan, being a player, ref and TV pundit. Each challenge was housed in its own container creating a festival/fun fair experience with taster sessions of every area of the game.

The Solution.

Heart created six fun and inclusive challenges and masterclasses for all ages and abilities that covered everything from being a fan, being a player, ref and TV pundit. Each challenge was housed in its own container creating a festival/fun fair experience with taster sessions of every area of the game.

We worked with our digital partners to create a Mexican wave video booth, goal celebration activation, and digital keep uppy game. The tour included a VAR challenge where children could try out being a ref and a hugely successful studio experience where visitors could try their hand at being a TV pundit, director or camera person. We also designed a creative area with mural walls for each host city where our team helped children colour in their city with kit design challenges and competitions.

Along with many individual activations our roadshow included a main stage for music and regional entertainment and a seven-a-side pitch which allowed local clubs and groups to give taster sessions to visitors.

As part of the tour Heart worked with our other clients involved in the tournament, Visa. They briefed us on an engaging gaming and ticketing promotion. We developed a quick response digital football game and a digital prize reveal for those that bought tickets on the day.