Teaming up with independent brand agency Archibald Williams, the Brisbane Broncos staked a claim to its home turf and city support base through an integrated campaign called ‘Heart Of Brisbane’ which rolled out at the start of the new 2023 NRL season.
The agency – which was recently appointment by the Queensland rugby league team in a fresh advertising, marketing and consulting partnership – worked with all aspects of the NRL club to bring to life a brief to consolidate and restate its history with the city and its status as the dominant, iconic Brisbane sports organisation. Indeed, with a new Queensland NRL franchise introduced in Redcliffe for the 2023 season, the strategy was to reflect the Broncos’ history and long-term ties with the city and to remind locals of the club’s position at the heart of Brisbane since 1988.
The agency’s idea was to create ‘a love letter to Brisbane – for both the team and the city’. The works celebrates the city and the club’s history, spirit and passion. The objective was to reinforce a sense of pride in modern Brisbane and the current Broncos by looking back on what Queensland’s capital has achieved and shining a spotlight on its bright future ahead as one of Australia’s hottest cities.
To showcase the ‘new Brisbane’ and encapsulate the contemporary city, the voice of the campaign was the Ghanian born, Brisbane based hip-hop star iiiCONIC.
The ‘Heart of Brisbane’ campaign, which runs from February through to October 2023, spans TV, digital, social, OOH and activations. It was spearheaded by a hero commercial called ‘2023 Heart of Brisbane Campaign – Brisbane Broncos’ which debuted on 6 February.
“The passion our supporter base has for our team and our city is undeniable and we are delighted with how this campaign has resonated and connected with all of Brisbane,” outlined Brisbane Broncos GM of marketing & Communications Michael Payten. “The emotive response to the campaign has been wonderful and is at the heart of we wanted to achieve.”
Archibald Williams ECD Brendan Willenberg added: “Archibald Williams has a long history of brilliant Rugby League creative and securing the Broncos as a client is an amazing opportunity to continue this run. The challenge received from the Broncos was both a strategic and creative one and we’re excited to develop this idea into other channels as the season progresses.”
The campaign was briefed in by and created for client Brisbane Broncos’ marketing team led by Michael Payten (GM of Marketing, Digital and Communications) and Shantelle Jackson (Marketing and Game Day Manager) by a team at agency Archibald Williams which included Co-Founders Bram Williams and Stuart Archibald, ECD Brendan Willenberg, Senior Art Director Chris D’Arbon, Senior Copywriter Ross Cockrill, Senior Account Director Stef Duhy, Senior Account Manager Natasha Polszynski, Master Of Craft Jason Hilzinger and Designer Isabella Chan.
Further input came through ADK Creative Director Alex Kirchner, Cartel Management Australia voice artist Akwesi Afoakwah (aka iiiCONIC) plus Christina Rinaldi and Anthony Agostino.
Comment
The campaign offers plenty of logo and brand visibility to some of the club’s key partners – including ASICS, Kia and XXXX.
It was backed up by a range of other club strands and asset ads from a fan promise at the start of the new season and a new season launch event, to a fan day and the new kit launch.
Proud to be Brisbane ???? Our new @ASICSaustralia City Jersey ????
Get yours ???? https://t.co/eNI7Sq6KKj pic.twitter.com/PdZ6E01ihu
— Brisbane Broncos (@brisbanebroncos) March 12, 2023
“You’re the heart of Brisbane Patty” ????
Get yours ???? https://t.co/eNI7Sq6KKj pic.twitter.com/M5JSK3LwAa
— Brisbane Broncos (@brisbanebroncos) March 13, 2023
Leave a comment
You must be logged in to post a comment.