Bon Jovi is back for NRL ‘This is our house’ campaign

A campaign featuring rock anthem ‘This is our house’ and a computer generated Bon Jovi has launched to mark the start of the National Rugby League’s 2012 Telstra Premiership season.

For the first time, NRL is using social media to engage with fans, with the campaign involving the sport’s Facebook page.

The campaign will also have a heavy presence on outdoor, with key sites including at the Sydney Domestic Airport and a super-site on the M4 motorway near Parramatta. Outdoor executions – which will be erected on Saturday – include goal posts.

Retail advertising, experiential marketing, radio, press and mobile advertising will run in support, with the TV ad running in NRL stadia.

“Rugby League fans embraced the campaign last year which is evident with increased crowd and TV numbers, while Bon Jovi’s universal appeal made it possible to engage a wider entertainment audience,” said Paul McKay, MD of MJW, the agency behind the campaign.

“The success of last year’s campaign show’s that this concept has longevity and the ability for us to create brand equity for the NRL via a campaign which hits both the hearts and the mind’s of rugby league fans,” he added. “This year’s campaign is about showcasing all the game stands for by broadening its appeal to connect with people beyond the TV screen and in stadium.”


  • Scott Patterson: Director
  • David Miley: Art Director
  • David Holmes: Audio
  • Lucy Cunningham: Account Director
  • Tristan Hay: Consultant

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.