TV and digital assets are supported by radio recorded commercials and live reads.
ClubsNSW, the industry association representing 1200 registered clubs, have released a new campaign to get people back into local clubs as restrictions ease in the wake of COVID-19.
Like most hospitality businesses around Australia, local clubs have been hit hard by the effects of COVID-19 as they shut their doors to help do their bit to prevent the spread of COVID-19.
The campaign created by Bastion Banjo, welcomes people back to all the great things they love about their local club.
The friends, smiles, catch-ups, great meals, good times and entertainment among others.
It does this while reminding people of the authentic, positive, warm and friendly atmosphere and personality that is unique to clubs.
“We needed something that was emotive, uplifting and welcoming. The idea to use the theme song from the hit TV show Cheers helped convey how people feel about their local club," Bastion Banjo managing partner Andrew Varasdi says.
“This song has the ability to make us smile and the lyrics say it all ‘Sometimes you want to go where everybody knows your name, and they’re always glad you came’. This, for us, sums up what local clubs are all about.”
ClubsNSW CEO Josh Landis says that the advertising campaign is designed to encourage patrons to get out and support their local club.
“Like most businesses globally, the COVID-19 pandemic has had a devastating impact on clubs, with the industry forced to shut down for 10 weeks to help in the fight against coronavirus,” Landis says.
“With restrictions now easing, it was vital that we helped to drive visitation back into clubs, by reminding the public of all the wonderful things they missed in lockdown, and we think this campaign achieves that.”
To create the ads, Bastion Banjo used a combination of existing footage and new footage captured by a small crew, working quickly and efficiently within COVID safe guidelines and limits.
The output consists of two 30-second and two 15-second TV ads with 10-second digital videos also in market.
The TV and digital assets were supported by radio recorded commercials and live reads.
The campaign went live on June 21, 2020 and will be in market for around two months.
Registered clubs include RSLs, Leagues, Sports, Bowls, Golf, Tennis and cultural clubs to name just a few, and employ around 41,000 people, as well as support numerous grassroots sports, charities and community groups.
Credits
Clubs NSW
Darren Flynn – Executive Manager of Media and Marketing
Gioenne Rapisarda – Marketing Executive
Ben Damon - Director
Bastion Banjo
Andrew Varasdi – Managing Partner
Alexandra Sherbon – Account Director
Georgia Arnott – Head of Art
Laurence Cronin – Creative Director – Copy
Scott Hopkin – Creative Director - Art
