January 2016, UK – Manchester City Football Club and Etihad Airways have launched the return of the popular digital video series ‘Global City’. The five-part second season, which started on 19th January, is being delivered across Manchester City’s digital channels including YouTube, MCFC.com, Instagram and Twitter. It is also available on Etihad Airways’ social channels, as well as its award-winning E-Box inflight entertainment system.
The Club and its principal partner are once again working with Bigballs Media (“BB Media”), the media company behind the leading online football channels Copa90 and KICKTV, and its branded content division to produce the series, which connects City and Etihad Airways with fans across the globe. The immersive experience takes full advantage of the opportunities offered by new media channels to engage with supporters and connect the game, the Club and the fan community – globally.
In the first season of ‘Global City’, Manchester City met with supporters across Manchester, New York, Melbourne, Abu Dhabi and Jakarta, hearing their stories and bringing them closer to fellow City supporters around the globe. This new series builds on the positive impact of the first season, which attracted over 4 million YouTube views and generated an average watch time of 4 minutes (twice the YouTube category average for sport). Moreover, fans engaged with the series (through likes, shares and comments) over one million times and participated actively in the #GlobalCityFans conversation. Check it out here.
Series two looks to reach more fans in new cities as it visits supporters in Mumbai, Seoul, Johannesburg and Los Angeles. All four Etihad Airways destinations are home to an emerging, unique football culture and an ever-increasing passion for the sport.
Diego Gigliani, Senior Vice President, Media and Innovation at City Football Marketing, said:
“The purpose of the Global City video series was to put the spotlight on our fans around the world and bring their stories to life. Starting in Manchester and then traveling on Etihad Airways all across the globe, we’ve connected to fans of all ages, nationalities, cultures and religions that share one thing: a deep passion for this Club. We’ve learned how they fell in love with Manchester City and seen first-hand how passionately they support the Club, even from thousands of miles away.”
Patrick Pierce, Etihad Airways Vice President, Sponsorships, added:
“Etihad Airways is delighted to continue our involvement with Global City and engage the ever-growing Manchester City supporter base in all corners of the globe. Not only are these cities important for the Club’s fans, they overlap with important destinations on the Etihad Airways network. This programme is a great demonstration of our unique partnership with Manchester City and the role we play in bringing City supporters together for amazing shared experiences.”
Tom Thirlwall, CEO of Bigballs Media, commented:
“Manchester City and Etihad Airways have such a brilliant and engaged fan base all around the world. The concept we developed was simply to draw out that passion and bring the community together through digital channels. We’re really excited to be doing this second series with the Club as it exemplifies the Bigballs Media branded content capability, using the expertise developed on our own platforms, for brands and partners on their platforms.”
For more information, visit the Manchester City YouTube Channel at:
Brand: Manchester City & Etihad
Client: Diego Gigliani, Senior Vice President, Media and Innovation, City Football Marketing
Agency: Bigballs Media, publisher and creative
About Bigballs Media
Bigballs Media is a global digital media business, reaching and engaging millions worldwide through brilliant storytelling and content creation. Founded in 2006, Bigballs Media was an early pioneer of ‘digital-first’ original programming with a passion for telling great stories, picking up three BAFTA nominations, a Cannes Lion and a host of media awards along the way. Building on this expertise, Bigballs Media created and operates The Copa Network, a collection of the most influential brands in global football fan culture, including Copa90 and KICKTV, reaching an audience of more than 10 million worldwide. As well as operating its own brands and channels, Bigballs forms strong commercial partnerships with major brands such as Hyundai, Adidas, Nissan and Nike.
About Manchester City Football Club
Manchester City FC is an English Premier League club whose roots began in East Manchester in 1880 as St Mark’s West Gorton. It officially became Manchester City FC in 1894 and has since then gone onto win the European Cup Winners’ Cup, four League Championship titles, including two Premier League titles in the last three years (2012, 2014), and five FA Cups. Manchester City FC is one of four teams comprising the City Football Group and counts New York City FC, Melbourne City FC and Yokohama F-Marinos among its sister clubs.
Under manager Manuel Pellegrini, the Club plays its domestic and Champions’ League home fixtures at the Etihad Stadium, a spectacular 55,000 seat arena that City have called home since 2003. Today, the Stadium sits on the wider Etihad Campus, which also encompasses the City Football Academy, a world leading first team training and youth development facility located in the heart of East Manchester. Featuring a 7,000 capacity Academy Stadium, the City Football Academy is also where Manchester City Women’s Football Club and the Elite Development Squad train on a daily basis and play their competitive home games. For more information, please visit www.mcfc.co.uk
About Etihad Airways
Etihad Airways began operations in 2003, and in 2015 carried 17.4 million passengers. From its Abu Dhabi base, Etihad Airways flies to or has announced plans to serve 116 passenger and cargo destinations in the Middle East, Africa, Europe, Asia, Australia and the Americas. The airline has a fleet of around 120 Airbus and Boeing aircraft, with approximately 200 aircraft on firm order, including 66 Boeing 787s, 25 Boeing 777Xs, 62 Airbus A350s and five Airbus A380s.
Etihad Airways holds equity investments in airberlin, Air Serbia, Air Seychelles, Alitalia, Jet Airways, Virgin Australia, and Swiss-based Darwin Airline, trading as Etihad Regional. Etihad Airways, along with airberlin, Air Serbia, Air Seychelles, Alitalia, Etihad Regional, Jet Airways and NIKI, also participate in Etihad Airways Partners, a new brand that brings together like-minded airlines to offer customers more choice through improved networks and schedules and enhanced frequent flyer benefits. For more information, please visit: www.etihad.com
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