“24 Digital played an integral part in the rebrand of the Marvel Stadium website. Their thorough approach while executing the switch produced a seamless switch over with a fantastic result.”— Amanda Pozzobon - Marketing & Communications Executive
Discovery
A deep dive into membership offerings and business background
Through a series of workshops and project research, we immersed ourselves into the business and operations of Etihad Stadium. Focussing primarily on their membership for Medallion Club (one of their premium membership offerings) we worked to improve back-office processes through automation and improve the online marketing of the membership to increase sales.
As a result, we launched the ‘Amazing Experiences’ campaign which emphasised the top-end service which Medallion Club members would receive. This rolled into their long-term marketing strategy for online & offline approaches.
Design + Build
Creating a website which represented the stadium and it's members
Leveraging the design themes identified during the discovery phase, we then set out to create a unique brand presence for Etihad Stadium which would flow through their online assets.
One of the main focus points for the new website was easy-to-use view of the Stadium and overview of Events which were upcoming. We launched the website with a dedicated Stadium page, allowing users to navigate their way around the stadium including parking solution.
Secondary to this, the members area also required a unique design.
With 4 varied membership packages and services available, we designed a bespoke members area with integration to reservation platforms, online forms and ticketing systems.
Ecommerce
Introducing online purchasing of stadium packages
Through a phased approach, we then set to look into streamlining the process behind event packages which are sold for most major events. Existing processes meant that this was largely a manual process for stadium staff, so we looked at creating an online shop to automate the process.
Using WooCommerce as the platform, we built a online shopping solution which allowed users to view & purchase stadium packages.
Rebrand
Updating the platform to reflect the new owners, Marvel Stadium
In June 2018, it was announced that Etihad Stadium’s naming rights had been bought by Marvel Stadium. Over the next 3 months, we worked closely with the stadium marketing team to transition their digital assets to the updated Marvel branding.
Ensuring that all content, assets and pages were updated required close attention to detail and thorough design quality assurance to ensure the transition was seamless.
As we move into 2019, we continue to work with Marvel Stadium as their digital partner and look forward to collaborating on more ‘smart space’ projects - exploring how we can merge physical & digital worlds for members & visitors.
