The 2013/14 kit launch was very much in two stages – tease and launch – and was groundbreaking for who it included.
The tease campaign involved close-up headshots of players like Ashley Westwood, Christian Benteke, Brad Guzan, Ron Vlaar and Andi Weimann.
Then the launch campaign involved those headshots as background, with the same players wearing the new home and away kit in the foreground.
Once again, the photography was done at Bodymoor Heath, the club’s training ground – and the camera used was worth over £36,000.
This was to ensure that the tease images included intense facial detail.
The tagline embraced social media and was called #Come Together.
This proved to be two-pronged.
The season proved to be the first where the Villa Ladies team were included in tease and launch promotion.
Second, it was highly appropriate as players and fans spurred each on to push the team over the finishing line in what was a difficult season on the pitch.
The campaign caused quite a stir externally as imagery was used on Walsall’s Banks’s Stadium – for M6 road users – and led to complaints to Walsall FC by their own fans.
Paul Brown 