Bowls Australia unveils ‘Local Legends Wanted’ national marketing campaign

Bowls Australia (BA) has unveiled the ‘Local Legends Wanted’ media campaign, aimed at increasing participation in the sport and improving club health by calling on individuals to join their local bowls club.

The campaign, which was released ahead of summer, during last weekend’s broadcast of the World Bowls Challenge event, will feature national metropolitan and regional coverage across a number of platforms, including via SBS, Fox Sports Australia and Kayo, as well as through radio, print, out of home, social and cinema.

Reaching out to those looking for a team sport that’s not as physically-demanding in comparison to sports such as football and netball, the campaign’s target audience, created by specialist sports marketing agency Ballpark, is primarily men and women aged in their 30s to 50s who have enjoyed team sport throughout their lives but are looking for their next sport to play in or something more kind on their body, whilst still offering a competitive challenge.

Bowls Australia CEO Neil Dalrymple said it was an important initiative aligned to the organisation’s vision for all Australians to engage with bowls during their lifetime.

“This campaign not only speaks to an often-forgotten audience for sports participation, but also speaks to the inclusivity of the game and its fun, but competitive spirit for all players,” he said.

With Australia often being described as ‘sports-mad’, the campaign plays on the welcoming, larrikin personality of both the game and its players.

The campaign will feature national metropolitan and regional coverage across a number of platforms, including via SBS, Fox Sports Australia and Kayo, as well as through radio, print, social and cinema.

The campaign will receive extensive coverage during the Summer and May/June periods, aligned to the World Bowls Championships and Australian Open events.

The campaign’s media buy has been through Val Morgan Cinema, Fox Sports, Kayo, SBS, online, CrocMedia radio, with Out of Home still to be confirmed.