To achieve UEFA membership for the Gibraltar Football Association, one of the oldest in the world. GFA membership required 27 votes from the 53 National FA within UEFA. Additionally to raise the profile of the GFA, the football of Gibraltar and its importance to the region’s culture and people.
The fully integrated campaign focused on targeting the current UEFA members and worldwide sporting community. The campaign was the first of its kind in UEFA history and the largest ever lobbying undertaken by a National FA. The campaign called “Team 54” using the strapline “We’re Ready” included print, design, film, digital, social media, experiential and PR elements. The results were staggering: with a potential audience reach of almost two billion.
MEASURES OF IMPACT AND EFFECTIVENESS
In their first UEFA membership bid in 2007, just 4 of the potential 54 association voted in favour of Gibraltar joining UEFA. In May 2013, UEFA voting took place, 51 of the 53 countries voted in favour of accepting Gibraltar into UEFA, thanks to a potential audience reach of 1,807,598,269.