News Articles
14 January 2001
From news.com.au
14 January 2001
Back to the Fans
CONFIDENTIAL market research has forced the NRL back to its fans. The NRL will launch a back-to-basics strategy next week to make them a greater part of the game.
Market research has revealed supporters feel only a passing connection with the game's administration but continue to feel strongly about their clubs.
The NRL, rather than be concerned, is keen to capitalise on it and has prompted clubs into picking up the baton.
It means out goes the pop video images of the likes of Tom Jones and his flash-and-dash ad of last year, which received only lukewarm response. In comes the bubbly smile of two-year-old Tigers fan Alexandra Field.
Alexandra is the daughter of Wests Tigers' star Craig Field, one of Terry Lamb's key men this season.
Yesterday she slipped into dad's football jumper to launch the clubs' Fan Days, which will involve all 14 clubs and their supporters.
NRL marketing manager Mark Wallace supported the clubs getting behind their supporter base.
"If you look for a single marketing solution you'll find there is not one," Wallace said yesterday.
"By going back to the fans, this is a way we can have a lot of flexibility in what we are doing. And the Fan Days are the catalyst for that."
The Fan Days start next Sunday when Melbourne expect to host as many as 5000 supporters at Aces Sporting Club.
Fans will be encouraged to attend, with a team photo to be taken which will include every fan in attendance.
Every club will host a similar day. To help the promotion The Daily Telegraph will publish a special 16-page liftout incorporating all 14 club photos on February 15.
"The fans are part of the team and the team couldn't do without their support," Wallace said. "The extension of all that is the team photo."
As part of their bid to get back to their supporters, some clubs will host the days around social events.
For example, Canterbury and Cronulla will hold their Fan Day at a junior registration day, while others will take place at training sessions and coaching clinics.
The Northern Eagles' players will head into the grandstand for their team photo after their warm-up, prior to their trial against Melbourne at Brookvale Oval on February 2. All three joint-venture clubs will have separate photos taken at both their home grounds.
St George Illawarra hope to recapture the Olympic excitement by having a jumper relay from WIN Stadium to Kogarah Oval. Giant replica football jerseys are also being produced by the clubs, measuring 7.5m by six metres.
In a pleasant turnaround, fans will sign the jerseys before presentation to the players.
The change marks a stark turnaround for the game, which has endured untold turmoil in recent years and has pushed the NRL into the forefront of fan recognition.
To change this the NRL will encourage the relationships between clubs and supporters. The NRL finished filming this year's television commercial last week, an advertising campaign way down on previous budgets.
Rather than spend money on an overseas star, the NRL intends to re-direct its money to areas considered more valid. Television ads promoting the coming weekend's major game will begin to feature, while the State of Origin series will resume its magical place with a revamped campaign behind it.
Back to Home Page