Generating loyalty through unmissable moments.
12 Years of Unmissable

Task

Send Club Wembley members a memorable gift to thank them for their support during the 2018/19 season and to encourage membership renewals.

What we did

Instead of sending Club Wembley’s members a traditional corporate gift, we decided to do something different.

Our idea was to produce a limited edition coffee table book titled ‘12 Years of Unmissable’ to showcase the amazing sporting, music and member-only events held at Wembley since it was rebuilt in 2007.

The book opens on a message written by the England manager Gareth Southgate and throughout its 200 pages, features both international and domestic football matches, boxing, NFL, rugby league and concerts from some of the world’s biggest artists. Along with stunning photography and a short narrative, each event is punctuated with key facts and quotes that outlining the significance of the occasion in contemporary sport and popular culture.

The cover design features an abstract design based on the famous Wembley arch overlaid by the most famous names to have performed under it. Half of the design features on the front of the book and half on the back, creating the effect of the full arch when the book is open.

The arch design is used as a timeline on chapter dividers and gradually builds as the book moves chronologically through the events.

The book was produced as a limited edition run and sent to all of Club Wembley members in the UK and worldwide and featured 500 individually numbered editions for top tier members.

Charlene Nyantekyi, Club Wembley General Manager, said: “Working on this project with the team from Mercieca was such an incredible experience. From the moment the concept was brought to us, they took us on a journey of a venue that I thought I knew. It truly brought out just how exceptional a stadium this is, the numerous incredible moments that it has delivered and how much our members would reminisce and be inspired in equal measures, all through the images and stats that were carefully sourced and curated into this wonderful book. The quality of the finish has been commented upon by numerous recipients. It is something that we truly proud to put our name too and we have Mercieca to thank for this.”

"From the moment the concept was brought to us, Mercieca took us on a journey of a venue that I thought I knew. It truly brought out just how exceptional a stadium this is." — Charlene Nyantekyi, Club Wembley General Manager
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