#ROADTOVICTORY, Manchester’s No.1 World Cup Fanzone

Challenge & Solution

AIX Live and Depot Mayfield, the team behind one of the world’s most impressive entertainment venues, The Warehouse Project, appointed Brazen to put their new World Cup fanzone, Road to Victory, on the map as a credible venue and barometer for World Cup fan commentary.

We undertook a media relations campaign that launched the UK’s largest World Cup fan zone with a bang, securing media headlines up and down the country, winning the hearts of fans and putting Depot Mayfield the epicentre of the UK’s media response to the England matches.

To grab media headlines, we conducted a nationwide survey to give Road to Victory a voice within the World Cup build up, revealing that Brits planned to ‘skive off work’ to watch the first World Cup game – driving not only driving tickets sales, but brand personality and talkability!

We put the media at the heart of all activity, hosting press events with our regional and national press contacts to build momentum and brand awareness – we smashed targets, stole headlines and helped to sell 25,000 tickets across five England matches!


Results & ROI

  • 109 pieces of coverage, featuring 23 x national, 11 x broadcast and 75 x regional hits including a front page with The Times, a stand-alone online review with The Mirror, multiple national and international interviews with BBC and Fox Sport, amongst hits with The Sun, Mail Online and Daily Star
  • Sales of 25,000 tickets over five England matches – smashing our target of 80 coverage hits
  • Trends data revealed that Road to Victory was searched 35% more times than famed BoxPark in Croydon during the World Cup period