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01 October 2021

Emirates Old Trafford Launch 'Game Face' Campaign


Emirates Old Trafford has today launched a new marketing campaign that celebrates the excitement of the unrestricted return of live events at its award-winning venue.

Famed for being the home of Lancashire Cricket and a regular host of International matches, the new marketing drive reflects the heritage of sporting achievement at the venue by urging leisure and corporate event goers to get their ‘Game Face’ on for live events this Autumn.

The campaign, which will run across social media and Emirates Old Trafford platforms, pictures a range of conference and events organisers and guests – from corporate seminars and wedding guests to concert-goers and Christmas partiers – all of whom display their ‘games faces’ as they embrace the atmosphere and euphoria of being back at a full capacity event.

After more than 18 months of restrictions as a result of the Covid-19 pandemic, face-to-face events have been permitted since July 19 and, after the traditionally quiet summer holiday period, are now back with a bang.

Emirates Old Trafford recently played host to 50,000 music fans watching their local heroes, the Courteeners, in concert. Later this Autumn the venue will host the Asian Media Awards for the very first time followed by the UK Events Summit on December 15, before a busy season of Christmas parties.

Commenting on the campaign, Christian Mullarkey, Head of Marketing at Emirates Old Trafford, said: “This new campaign creative is all about capturing the excitement of the full-scale return of organising and attending live face-to-face events. The events industry has had a long period of uncertainty throughout the pandemic, but we’ve finally reached the point where we can fully open our doors and welcome a broad range of events back to our award-winning multi-purpose venue. We hope ‘Game Face’ will drive even greater awareness of our position as a leader in live events in the UK. We are ready to go with a series of huge events during the remainder of the year and we are firmly focused on delivering each one safely with the experience of all our guests of paramount importance.”

Historically known as one of the UK's leading international cricket stadiums, a £60m redevelopment in recent years has led to a new era at Emirates Old Trafford, with a host of award-winning facilities, including a four star 150-bedroom Hilton Garden Inn on-site, making it one of the most all-encompassing venues in Manchester.

Earlier this year, Emirates Old Trafford announced that it has received approval for a major new venue redevelopment project which includes significant expansion of the Hilton Garden Inn, adding a further 100 bedrooms and increasing the venue’s events capacity by up to 200 additional guests. Completion of the project anticipated for the 2023 cricket season.