July 22 – English Premier League champions Manchester City have launched a new membership and loyalty scheme, Cityzens, costing £35 per year for adults and £25 for under 16s.
The new initiative replaces the old membership and loyalty scheme with points continuing to be awarded when fans buy their Seasoncard, Membership or match tickets. However the Loyalty Points will now be known as Ticket Points.
The benefit of the new Cityzens programme and loyalty card is its increased flexibility. While it will still come with the expected welcome gift packs and ticket access, it is the depth of fan engagement that the new scheme provides that is different, and important, in a marketing environment where brands demand closer contact with existing and potential customers.
A well as providing members – ‘Cityzens’ – with various personalisation options for their card, they will also have access to priority purchase windows for tickets to matches including derbies and Cup finals, as well as post and pre-season tour games around the world.
The objective is to deliver more value-for-money rewards and a deeper engagement in what is happening around the club. Cityzens will contribute to decisions like influencing how City allocate funds to charity projects, or naming the streets at the new City Football Academy,.
Members will also receive exclusive content such as receiving first-to-know messages on some of the Club’s most important news, plus free access to the City Editions app which contains digital match-day programmes. Further benefits include in-store and online retail discounts on Club merchandise, in addition to concessions on Etihad Stadium Tours.
Diego Gigliani, Director of Marketing, Media and Fan Development for Manchester City, said: “As the Club continues to grow around the world, we wanted a single membership programme that brings all our fans together wherever they live in the world. Cityzens not only rewards fans with unforgettable experiences for their incredible support and participation, but also empowers them to influence key Club decisions, giving them a real voice and real value.”
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