Harlequins needed a membership boost, but the budget was basically non-existent.

I went through their existing image library and started aggressively cropping into the action. I had something. I called it the ‘Get Closer’ campaign. By zooming right into the grit and the physicality of the game, I wanted to put fans right in the thick of it. It was a visual way of saying that membership is about more than just a seat—it’s about feeling part of the club.

What I did:

• The Rollout: Designed the membership brochure along with all the in-ground and OOH (out-of-home) posters and digital banners.

• Digital: Built out a bespoke microsite to make the sign-up process as smooth as possible, linking the physical ads directly to the membership purchase.

A simple change in perspective can be a lot more effective than a big-money production.

The result produced an 14% rise in membership