In 2001, Everton faced falling attendances (especially for less attractive fixtures), a dwindling Junior Supporters Club and disappointing replica kit sales – in spite of a passionate fan base.

 

To cover diverse communications and activities, the campaign used a strong, clearly recognisable style complemented by three copy themes: ‘Blue pride’, ‘Blue passion’ and ‘Blue vision’. Each had a different purpose, such as Blue vision for younger Evertonians.

 

Early success included a tactical campaign for problem matches – one with a projected 30,000 attendance actually attracted 35,580 post-campaign. The Junior Supporters Club was relaunched to recruit 10,000 members, and gained 16,000 'JBlues' after the first year. And following their most successful ever Home Kit campaign, launch-day sales were 78% up on the previous year with more sales in 3 days than in 3 weeks previously.