Australian Rules Football is a rough-and-tumble, jumping, running, up-in-the-air sport, with lots of exciting plays and scoring to keep the fans on the edge of their seats and roaring.
Yet almost completely unknown in China, the sport faced challenges when WE Red Bridge took on integrated communications work for Port Adelaide Football Club, ahead of its game in Shanghai in May 2017. This was the first regulation AFL game to be played for league points outside of Australia or New Zealand.
Port Adelaide needed to demonstrate how the sport presents a great platform for Chinese brands looking to engage with the Australian market; part of this was to highlight Australian Rules Football’s appeal to Chinese fans and grassroots communities.
WE RB put together a comprehensive strategy covering KOLs and aggregators, an in-depth media partnership with up-and-coming sports online media, shored up with interviews and media activity on the game day itself. All these were done with a conservative budget.
For media, such as Xinhua News Agency and The Paper, the game was “an exciting event and one they’re looking forward to again next year”.
Across all channels, we achieved a total PR value of over RMB 7.7 million — an incredible 30 times the client’s investment.