Bowls Australia launches marketing push to get more people involved in the sport
Bowls Australia has launched its latest marketing push to encourage more people to become involved with the sport.
The campaign sensationalises the sport, using Wagner’s Ride of the Valkyries, to set up the tension of onlookers and an underdog team getting set up for a pivotal bowl.
Often perceived as a sport for “old white blokes”, the campaign aims to position bowls as a team sport that is less physically demanding than football or netball for people aged between 30 and 50 years old.
Bowls Australia CEO, Neil Dalrymple, said of the campaign: “It’s great we’ve produced a campaign which not only speaks to an often-forgotten audience, but also speaks to the inclusivity of the game and its fun, but competitive spirit for all players.”
The OOH execution for Bowls Australia
The campaign was created by sports marketing agency, Ballpark.
The launch of the campaign coincides with the World Bowls Challenge which will be broadcast on SBS and Fox Sports. It will also be executed across radio, print, social and cinema.
Credits
Client: Bowls Australia
CEO: Neil Dalrymple
Communications and Marketing Manager: Aidan Davis
Agency: Ballpark
Creative Director: Ben Keenan
Group Account Director: Mandy Henderson
Account Director: Mel Connell
Senior Account Manager: Ella Shepley
Strategist: Bryce Ott
Senior Creative Producer: Lou Ford
Production Company: Rainmaker
Director of Photography: Trent Miller
Photographer: Chris Hillary
Dear Neil.
I have been playing bowls since 1983 and I welcome your efforts in promoting this great game of bowls.
The problem I have is that we are not getting our results of our international,State,and top events being reported on the major TV sport reports, all we here about mainly is football and cricket and horse racing.
Over the last 2 months bowls held 2 international events plus the new event Australia / against the rest of the world, all these events were great to watch and it is a shame that the sport cannot even get some exposure on the sports news.
Most of the general public still think that bowls is for people who can’t do anything else.
Good luck Neil with this latest endeavour
Regards from a lover of this wonderful game
Faye Davison
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