Designing and delivering an integrated campaign with the goal of building public support and winning planning permission

AFC had made multiple attempts to relocate and build brand new facilities, with an ambitious plan for a world-class sports hub, football training academy and new stadium. Persuading the public to get off the bench to support the plan and secure planning permission were the key goals.

We designed and implemented the Aurora campaign to build grassroots support among the local community. In the 8 weeks prior to the council decision date, we ran a multi-pronged line up of media, marketing and digital activity to reach key stakeholders.

‘I Am #AllforAurora’ became the symbolic strapline and hashtag of the campaign, with images and collateral shared on social media and displayed around the city. We also got public backing from high profile individuals, present and former AFC players, the SFA, SPFL and local businesses.


4 million+

Facebook impressions

685 million+

Opportunities to see


Planning permission approved by Aberdeen City Council

Don't take our word for it:
"We appreciate the work and thinking that went into the Aurora campaign and the vital role it played in getting us to where we are now. Without question, it not only lifted the perception and profile of the project, but also that of the Club. Absolutely brilliant!"

Stewart Milne, former Chairman, Aberdeen Football Club