1. Campaign Pitch for AFL’s 2013 Season
TOM CURTAIN
THOMAS ROBERTSON
STEWART BESWICK
JESS LEUNG

2. CURRENT CAMPAIGN
ISSUES
Unclear target market
• Initial reaction is towards the international market
• International viewers are not invested in our game
making it difficult to develop long-term relationships.
• If it targeted to the Australian market:
• Shown only online it fails to reach a mass Australian
audience and make an impact.
• Fails to create excitement by showing international
viewers enjoy our game only through highlights, not
the whole game.

3. REVISED TARGET
MARKET
• Australian Families
• In the position to invest in the game
• Relationship may already exist and you can
strengthen it
• Grow the market through the generations
• Segment the
market, adults/parents/children/teenagers
• Appeal to the younger demographic and create
life long customers

4. CREATIVE STRATEGY
• Make AFL events a family occasion
• Form of entertainment that is family
friendly and suitable for all ages
• The excitement should be built through
the journey of the whole game
• Highlights are over used and consumers have
become immune to them

5. CREATIVE STRATEGY
Images used would consist of families shown
enjoying an AFL event either in their own living
rooms or in the crowds at a stadium arena.

6. COMMUNICATION
TOOLS
• AFL is already present across a very wide
range of media channels
• Important to maintain this presence
• Need to clearly direct the tools at a
segment/segments of the target market
• Mass Communications: TV ads and Print
Media
• Able to use visuals to make an impact

7. COMMUNICATION
TOOLS - EXAMPLE
• Billboards near airports link the family holiday occasion
with AFL events.

8. COMMUNICATION TOOLS
– SOCIAL MEDIA
• Facebook needs to be used more effectively in
engaging with fans.
• Needs to be a space that is dedicated for the fans
providing content that they want
• Run competitions: submit family photo cheering to win
family tickets package
• YouTube content needs more creativity leading
to viral marketing engaging teenagers/young
adults.

9. CONCLUSION
• Future of the AFL depends on the
Australian family continually investing in
the sport/culture.
• Future objectives:
• Appeal to more multicultural Australian families
• Have a completely separate campaign for
overseas market run in conjunction with the
international cup