The matchday entertainment and hospitality offer will feature in the oversized silver-and-black booklet, which is being put together by Start’s in-house photographer and creative team.
The consultancy has worked with Arsenal previously on a print ad for The Emirates Cup, and won the project on the strength of this.
Pip Brady, account director at the consultancy, says the new brochure – which launches in July – has ‘a premium feel’ and shows the customer journey through the stadium, from members’ cars being parked to arrival in the corporate area.
Brady says, ‘The recession has meant there’s a need to sell harder, and so [Arsenal is] putting more effort into the whole experience [because of] the need to compete with the likes of The O2 and Wembley.’
‘Full-colour pictures and quotes from players bring the game to life through a mini-brochure inside,’ Brady says.
An e-brochure ‘with flick-through pages’ is now being developed by the consultancy, according to Brady.