#TTLPresents - DARE TO DREAM

Editor's Notes

1. So how did we capture the hearts and minds of a nation? As you markeeters in the room will know… research is key..
2. The Irish FA went through the UEFA pilot programme of grow 2020. As part of that we surveyed 1,000 people about the brand and image of football. As well as some hard hitting findings that are campaign needed to address we uncovered an absolute gem…
3. Which was that 71% of the population said that qualification would help unite the people of Northern Ireland… In a divided society which usually votes 50:50 on everything this was a phenomenal finding… Do you know how big this is for NI? It made us realise the importance of getting our fan engagement campaign right no pressure!
4. And this was the moment we had waited a generation for… 30 years since we had last qualified for a major tournament and the first time for the Euros… We, the communications and marketing team had a huge responsibility to our fans and the people of Northern Ireland to use these finals as a catalyst to change society and make a lasting difference…
5. To get to that 71% our strategy was to create the connection between the team and the fans And we put our fans at the heart of absolutely everything we did: Unite the country behind the team by engaging fans and winning new fans We had the opportunity Boost the image of Northern Ireland and Northern Ireland football by growing the fame of our players and our fans Inspire a generation to play football Make our shirt the best selling ever… more fans more shirts! I will hand you over to Neil who will take you through the campaign and how we executed it
6. Donaghmore GAA supporting Nial McGinn at the Euros… they didn’t say Northern Ireland … but for many this was first step