ANZ Stadium appoints Reactive as digital partner

After an extensive pitch process, award-winning digital agency, Reactive, has been appointed as the digital partner for ANZ Stadium’s website redevelopment and ongoing digital strategy development and delivery.

The sought-after partnership was won by Reactive after a competitive tender process, to create a compelling new customer experience for ANZ Stadium audiences.

Says Tony Partridge, ANZ Stadium commercial director: “Our corporate, member and public customers have different needs but all expect our digital assets to improve their event experience, and not just on game day. Whether it is pre, during or post an event the Stadium and the teams that hire our venue should be engaging with fans to make their experience run smoothly and to give those fans access to everything that the Stadium, the home team and their respective corporate partners have to offer.

“Reactive have very strong digital and creative credentials but it was their willingness to probe into what our customers want from our digital assets that stood them apart. We felt Reactive was best equipped to partner us on this project.”

Says Jason Ross, general manager Reactive – Sydney: “Reactive has extensive experience within the sporting industry, having partnered with Cricket Australia for the Big Bash League, Tennis Australia for the Australian Open Fan centre, and the recent launch of the Sam Stosur website. So working with ANZ Stadium was a natural progression for our agency, and a logical fit for ANZ Stadium.”

The partnership will include a complete overhaul of ANZ Stadium’s digital engagement channels, with the website being at the heart of their digital strategy.

Says Ross: “Enabling the mobile channel will play a key part in relationship that ANZ Stadium has with its customers – which is likely to incorporate value add tools to make visitors experience with the stadium easier and more rewarding.”

The first stage of the engagement between Reactive and ANZ Stadium will see Reactive work in close partnership with the stadium to craft a user experience to ensure the new website delivers a truly user centric experience for visitors using the site to plan, attend and follow up their experience at the stadium.