The Newcastle Knights proudly launched their 2017 Membership campaign, named Sacred Ground, at McDonald Jones Stadium on Tuesday.
Sacred Ground, created and produced by Enigma, is an integrated campaign designed to excite new and old fans in the club's 30th year.
Members will not only be able to show support for their team, but they can sponsor their own patch of Sacred Ground on the club's home turf.
In an immersive web platform, the stadium turf has been divided into 30,000 square foot patches, with 1,000 patches making up 30 major regions.
Members will be able to discover the history of the regions, all of which are represented by a key Knights memory from the last 30 years.
The innovative campaign invites a Member to claim a patch, discover the history associated with the patch and also add their memories of key moments in their own history. Of course, Members can share their patch with friends online.
"This is the biggest campaign idea we've rolled out as a club and in our 30th year, it's even more important that we get it right and give our Members something special," CEO Matt Gidley explained.
"We have great support from our fans and we love the concept Enigma has delivered, because it is innovative and original in our market."
The campaign is built around a web platform via knightshub.com.au/sacredground, built by Enigma's digital team.
"We needed an idea that would pull at the heartstrings of the loyal fans and their connection with the team," Enigma's ECD Pete Ogden said.
"We hope the 30 years of history that has seeped into that grass will prove to be irresistible to them."
2017 Membership renewals kicked off in October, with more than 8,000 Members already on board for next season.
Those Members were granted first opportunity to claim their patch of Sacred Ground, with access given on Monday before Tuesday’s official launch.
"We continue to say thank you to each and every Member who has signed up for next season," Gidley added.
Membership is not just about coming to games. You can still support your team as a Member if you cannot attend games.
This has been made even easier with the introduction of the new 30th Year, $30 Membership.
30th Year Membership is a non-game access, no-frills, 'badge of honour', Membership which provides all the discounts and benefits of Membership plus access to Sacred Ground.
Celebrate 30 years with the Newcastle Knights and claim your patch of Sacred Ground now at knightshub.com.au/sacredground
This video first appeared on newcastleknights.com.au