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Membership Campaign 2013

Client

Gold Coast SUNS

Project

  • _Campaign Strategy
  • _Campaign Planning
  • _Art Direction
  • _Copy Writing
CHALLENGE
The Gold Coast SUNS were about to embark on their third year in the league. After experiencing some great successes during 2012, a new membership campaign was required to achieve the highest possible membership number prior to Christmas 2012 and challenge the clubs current brand position and how this fits with 2013 Membership campaign.

OBJECTIVES
-  Deliver a creative platform for pre-Christmas membership campaign.
-  Deliver a campaign which can evolve into 2013 pre-season membership campaign and game day call to action.
-  Build on sense of loyalty that comes with membership, and a promise the club is heading in the right direction.
-  Give the Gold Coast a call to action and a desire to come together for common purpose.

STRATEGY
TUSK set out to create a campaign to unify the community, fans and club as one, instill a sense that more success is coming and you wouldn’t want to miss it and create a sense of loyalty and connection for members. The new “Take Your Seat” campaign was an invitation to experience all that the SUN’s have to offer, ensuring you don't miss a moment on their path to bigger and better successes. TUSK developed the new creative strategy to champion the players, the fans and the entertainment experience illustrating that membership with the SUNS is more than just a football game. The “carnival” feel supports their reputation for “best match day experience” (Voted no.1 in the AFL in 2012), and is a bold and youthful approach, removed from the traditional ‘hardcore supporter’ push of many AFL Clubs.

ACTIVATION
The "Take Your Seat" campaign launched in November 2012 and continues to carry the club forward in 2013 across all aspects of marketing, advertising and digital applications.