Hamburg, August 2015: TRACK develops announcement campaign for Hamburg’s largest arena.
Barclaycard, the international retail credit services provider is now expanding its sponsorship of cultural music and entertainment activities in Germany. Following the major arenas in Madrid and Birmingham, Barclaycard has now acquired the naming rights to Hamburg’s largest arena. In addition to numerous concerts, the arena plays host to the thrilling home matches of the Hamburg Freezers ice hockey team and the HSV Handball team.
TRACK ensured that visitors up and down the country in Germany heard the news with a high-impact multichannel campaign.
In addition to backlit billboards and print ads, a complete toolkit was developed that will help the brand make the most of all communication concerning the arena. This kit includes a complete range of materials from an animated fascia display (a kind of ribbon board ticker) in the arena to the drink menu for the Barclaycard Club.
Everything kicked off on August 28, 2015 with HSV Handball’s first match of the season.
TRACK had already been working with Barclaycard for about a year on direct marketing projects. The agency was awarded the arena communication in addition to these previous assignments.
Bianca Libertus (Client Services Director) and Tatjana Henschel (Creative Ideation Director) were at helm, assisted by Andreas Riechers and Lea Zaydowicz.
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