GOLD COAST: The Gold Coast Football Club has unveiled a major rebrand, ahead of their debut in the AFL next year.
The newly named Gold Coast Suns commissioned SapientNitro Brisbane to devise a brand image that will engage and build a following in the local community for the national competition in 2011. The agency picked up the brief following a competitive pitch last year.
The 'Rise Up' campaign includes a new logo, guernsey designs, the nickname 'Suns', a rebranded website and advertising collateral.
Greg Price, general manager communications of the Gold Coast Suns said, “We wanted to capture the imagination of our fans and reflect the symbols of the Gold Coast and the values of the Club. We needed a strong new position that linked our winning spirit to our fearless and relentless endeavour to rise up together against all challenges”.
SapientNitro managing director, Michal Branagh said: “Our challenge was to develop a brand that the Gold Coast community would embrace with vigour. The brand neded to be an icon that fans of all ages could see as a representative of the Gold Coast way of life as well as being bold, fresh and in line with the values of the existing Gold Coast culture".
The campaign will encompass television, radio, print, publicity and social media.
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