Liverpool Football Club:
Anfield Stadium Experience

This world-famous football club is a long-standing Imagineear client. Initially, we produced a slick, interactive guide to complement the Club’s redeveloped museum and to engage fans with the story of Liverpool FC’s illustrious history.

Challenge

With the new Main Stand open to visitors for the first time, Liverpool FC wanted to take the visitor experience to new heights, and consideration was needed to plan the new stadium tour route effectively.

Solution

Imagineear provided input on the visitor design experience, physical route mapping through the stadium and produced an exciting new multimedia guide.

Creative achievements include in the guide include a 360º experience of the new stand and a street view fly-through. Through multimedia, fans can immerse themselves in-depth behind the scenes at Anfield. They can walk through the new tunnel, sit in the manager’s dug out and experience is the crowd’s roar in the Kop.

What We Are Proud Of

The guide can be enjoyed in English and eight other languages and an additional British sign language version. Imagineear provides and maintains 1,000 MPti™ devices for Liverpool FC as well as data analytics reporting. Feedback has been extremely positive with just over 9/10 ratings rating the experience as good to excellent and we have also moved up to number 2 on things to do in Liverpool on TripAdvisor. In addition, Imagineear was awarded Bronze in the Best Non-match (or game) Day Use of Venue in Sports Business Awards 2018.

The Sport Business Awards judging panel said:

  • Creative idea with an impressive use of technology to appeal to all fans.
  • Imagineear have worked in tandem with Liverpool to set new standards for a football club fans’ experience. This imaginative initiative has impacted not only on the Liverpool Football Club but the city of Liverpool itself, becoming a key tourist attraction.
  • What is great about this entry is the opportunity that the Club have taken to be as innovative as possible, bringing in new technology and trying to use the entire stadia on a regular basis outside of match days.

 

Sports Business Awards 2018

 

“The handsets and self-guided tour content has allowed us to open up the Anfield Stadium Tours to more people than ever and to offer a fuller and dedicated experience to our foreign speaking visitors. Feedback has been extremely positive with just over 9/10 ratings rating the experience as good to excellent and we have also moved up to number 2 on things to do in Liverpool on TripAdvisor."
Tom Cassidy, Head of Tourism at Liverpool FC