Viagogo, which will launch in Australia this week to take on eBay and Gumtree, is partnering with Australian Football League clubs Collingwood and Richmond "as part of its marketing strategy to build awareness and trust in the marketplace," according to Rosie Baker of AD NEWS. As a secondary ticketing service that allows consumers to resell unwanted tickets back to the public, it "does not operate in exactly the same space as primary ticket sellers such as Ticketek and claims it is 'inventing a new category.'" The pillars of its marketing and brand strategy in the Australian market "are building awareness of its services and trust in the legitimacy of its offer." One of its key marketing messages "is the 100% guarantee it offers buyers that use the platform to purchase resold event tickets." Viagogo CEO Eric Baker said that the partnerships with Richmond and Collingwood "lend legitimacy to the launch," as well as marketing opportunities "to target users using data and forge ongoing relationships, promotions and incentives as well as competitions and exclusive experiences" (AD NEWS, 9/18).
