The NRL has tapped its 2011 commercial ‘Our House’ featuring Bon Jovi for its 2012 season launch, with one eye fairly set on the increasing competition in the Sydney sports market.
The NRL has again used the Bon Jovi song for its main brand campaign, pointing to the success of last year’s effort. But this year the NRL is putting more attention on its Sydney marketing in light of the introduction of the Greater Western Sydney Giants AFL team.
Outdoor billboards in western Sydney and near the ariport, adorned with images of players from Parramatta, the Bulldogs, Penrith and the Tigers, have been set up. The NRL has also played with its draw so that there are more Sydney derbies this season than ever before.
The AFL has established a standalone round between GWS and the Sydney Swans to open its season, scheduled for March 24, which is round four of the NRL.
On that weekend the NRL will stage a blockbuster round in the harbour city with St George-Illawarra at home to Manly, Parramatta at home to Penrith, Souths at home to Brisbane, Wests Tigers at home to Canberra and the Bulldogs at home to Newcastle.
The NRL is also planning a series of Sydney derbies both before and after the State of Origin series. 2012 remains a huge year for the NRL, with a new independent commission formed and its broadcast rights up for grabs.
Here’s the new ad, what do you think Roarers?