In an effort to create an air of exclusivity around being a season-ticket holder, the Red Bulls are launching a loyalty campaign for the ’16 season, called "Red Membership." A key component of the effort is the inclusion of a red adidas jacket with all season-ticket packages sold between Sunday and Sept. 10 that will not be available at retail. Red Bulls players will don the jackets as they enter the pitch prior to matches, as well as while traveling to away matches. The jackets feature silver trims and accents, as well as the word "RED" embroidered on the collar and “NEW YORK” on the jacket mimicking the N.Y. skyline. Red Bulls VP/Communications & Marketing Joseph Stetson said of the program, "A challenge of ours in the past with renewals has been sometimes our fans don’t feel that there’s enough of an engagement with the team. … It seems like they wanted to see us go the extra mile and do something a little more tangible." The team launched online creative and direct mail to current season-ticket holders promoting the campaign last Friday, and Stetson said that the response -- both in terms of calls from fans looking to make early deposits and on social media -- has been strong. He said that the club is planning to increase its season-ticket base by 16% this offseason, which would be the largest jump since the opening of Red Bull Arena in '10. Fans will see season-ticket prices increase for the ’16 season by 2% if they renew or purchase them within the early window, and by 10% after Sept. 10.
