The brief

Liquid was appointed by Premier League football club Aston Villa (AVFC) to oversee and manage communications for their ambitious planning application to redevelop Villa Park and its surrounding areas. Liquid delivered AVFC’s pre-planning consultation in preparation for planning submission in December 2022.

Our approach

We designed campaign graphics aligning with the club’s existing brand to create a clear association for all redevelopment content. These were featured on all consultation collateral, including fan surveys, posters, postcards, flyers, banners, social media assets, and website content, all written, designed, and produced by Liquid.

Through various channels, we managed communications between the club and their high-level stakeholders, government contacts, the local community, and fans. We also organised several consultation engagement events to encourage stakeholders to learn more about the proposal and ensure everyone had a chance to have their say.

The impact

• 1.4 billion total audience reach to date.
• 125 pieces of coverage secured to date.
• Over 29,000 website sessions on the dedicated campaign landing page (as of August 2022).
• Five consultation engagement events were hosted at the stadium and local venues for stakeholders, businesses, and the local community.
• Additional virtual consultation sessions were also hosted to ensure all stakeholders could have their say on the proposed redevelopment.
• Over 2 million impressions accumulated across all social media platforms from campaign-related posts.
• 92.9% of consultation survey respondents strongly support the Club’s redevelopment plans.

Following a formal planning application and review, in December 2022, Birmingham City Council voted unanimously to approve AVFC’s planning application.