Tina Turner’s involvement in the NSWRL’s promotional campaigns of the 1980s and ’90s made them potentially the most effective and memorable in the history of Australian sport.
Her hit song ‘Simply the best’ is still popular and intrinsically linked to the game.
It is a timeless tune and aligned perfectly with the message and brand that the governing body sought to deliver.
In one sense it was a work of genius, in another, it was remarkable in its simplicity. Turner sang, mimed really, while the hard-bodied rugby league stars clowned around on the beach or in the sheds, as the American star mingled with them.
It was emotional, ‘throw your hands in the air’ stuff and there isn’t a serious sports fan in the country over the age of 40 who could ever forget the hype it created. To this very day, people state categorically that it has never been paralleled or surpassed.
The high point of the campaign was Turner’s appearance at the 1993 grand final, which might just be the most powerful and acute example of perfect synergy between a game and its fans.
These memories came to mind over the weekend, thanks to a growing anticipation of the monumental A-League promotional campaign that must be just days away.
While there will be undoubted cynicism when it does eventually appear, I live in hope that the FFA might just nail this one.
To their credit, the governing body conceded that last season’s staggering of promotional content over the full length of the competition was an abject failure. Hence, logic tells me that late September and early October will see content laid on thicker than we’ve ever seen before.
Last season, Round 1 took place with nothing more than a whimper and many people critical of the A-League would claim that it never reached anything more significant.
In reality, it was another great season where a front-runner fell, a dark horse surged all the way to the grand final, and a cagey manager snatched a championship that had seemed well beyond reach early in the campaign.
AAP Image/Darren Pateman
While Usain Bolt remains in Gosford trialing, his image must be parlayed. With some cleverly spliced and edited footage showcasing his dexterous skill on the ball. Actually, come to think of it, vision of him running will do – Bolt’s brand is sellable despite the questions around his chances of success.
Social media footage of new recruits such as Siem de Jong, Keisuke Honda and Ola Toivonen has been widely sourced in the lead up to their A-League debuts. A selection of theirs and others’ best moments on the world stage should feature prominently.
Naturally, Honda would play a key role in the campaign. A familiar face to most Australian fans; the Japanese attacker will be a drawcard in Melbourne and hopefully further afield.
The aim should be to create a showman-like tone; one full of defiance in the face of criticism and cynicism. A tone that worries less about others and more about the joyous expression of the game itself.
Using goal celebrations that feature the beaming smiles of both scorer and teammates is crucial, as is footage of active support and ecstasy in the stands.
The kicker would be the inclusion of season-long ticket price offers; where members who ‘bring a friend’ do so at a discounted rate. Alongside free entry for kids under 12 and discounted tickets for those wearing the kit of either team doing battle and an A-League campaign might, for once, achieve its objective.
That objective is really quite simple. People need a compelling reason to attend and curious A-League observers will be engaged by nothing less than quality, entertainment and affordability.
We can have all three if we try and don’t need music played before free-kicks. Whoever thought of that should refund their consultancy fee.
Tarmac
Guest
The direction of the game is depressing
Phil
Roar Rookie
How about an advertising campaign that starts with scenes of the field ready to go. Shots of the active fans in full flight. Then the whistle sounds. Then highlights of the goals and saves of the season. You know the spectacular stuff that gets attention and makes you want to see the ad again. All to the soundtrack of Nothing Else Matters by Metallica. The final think on the screen is the three words: Nothing Else Matters
Mister Football
Roar Guru
Bob Dylan - Ain't Gonna Grieve: Brown and blue and white and black All one color on the one-way track We got this far and ain’t a-goin’ back And I ain’t a-gonna grieve no more
Nick Symonds
Guest
BOB DYLAN Come senators, congressmen Please heed the call Don't stand in the doorway Don't block up the hall For he that gets hurt Will be he who has stalled There's a battle outside And it is ragin'. It'll soon shake your windows And rattle your walls For the times they are a-changin'. - JOE COCKER Please, unchain my heart (unchain my heart), let me go my way Unchain my heart (unchain my heart), you were mean that day Why lead me through a life of misery When you don't care a bag of beans for me Unchain my heart, please, let me free, oh set me free (Unchain my heart) you don't care Oh, don't you let me go (unchain my heart) if you don't love me no more (Unchain my heart) (Unchain my heart) let me go I'm under your spell (unchain my heart) just like a man in a trance And you know damn well (unchain my heart), that I don't stand a chance, no, oh (Unchain my heart) you don't care So please set me free (unchain my heart)
Fadida
Guest
I'm guessing you spend a lot of time beating your trumpet MF
Mister Football
Roar Guru
Coincidentally, on another thread, Tim Gore mentioned Bob Dylan, and I'd say there is much to be found in his lyrics that we can apply to the current state of affairs within which the FFA and A-League find themselves: Finally the bottom fell out I became withdrawn The only thing I knew how to do Was to keep on keepin' on Like a bird that flew Tangled up in blue or: I’m just sitting here beating on my trumpet With all these promises you left for me
Football is Life
Roar Rookie
How about a mix of Ex-Socceroos, and guys like Honda, Toivonen, De Jong, Vargas, Babbel, and McCormack (apparently Mariners have got him). Mix in some cracking goal snippets and each individual saying something like I'm here for Newcastle, I'm here for the Wanderers, I'm here for the Mariners come see us and be there for your club.
Waz
Roar Rookie
You do get the irony in “wave your flag” though right. Anyone waving a foreign flag can be banned, without appeal, for up to five years. Mariners look to be the test case though - so be interested to see if it works for you guys.
Griffo
Roar Guru
Waz, I could do without 'The Summer of Football' if it meant the A-League could start a few weeks early and then break for three weeks over Christmas and New Year.
Griffo
Roar Guru
So who will (help the A-League)? Ricky Martin or any current or former The Voice judges are out given they are on a competing network to TEN ;-) Would a Tina Turna type campaign work for the A-League? Just a considered and extensive ad campaign than barely nothing would be a start.
Sam
Guest
Whatever happened to Yozhi?
Midfielder
Roar Guru
Stuart Two things first I think no matter what FFA do their past performance will see it heavily criticised. The Big Bash reference is simply un-explainable so silly laughable and it follows a number of bad to poor to just OK in the past. Second whats picked or whats done I think needs to repair bridges, Its near impossible for fans to separate FFA management and the FFA board. Meaning because the FFA board is so on the nose, so to are FFA management which is sad, but tis what it is. Meaning if a song is chosen it must liked, be joyful and acknowledge the past. For me I would look to the 2010 world cup Coke a Cola song, "Wave Your Flag"... inter change countries for clubs and involve different cultural backgrounds and other clubs... i.e. South Melbourne, Blacktown City etc https://www.youtube.com/watch?v=WTJSt4wP2ME
Nick Symonds
Guest
A little less conversation would be good - https://www.youtube.com/watch?v=43ItX_bPR1o Escape from the Outpost by Dario Russo could also work well on an ad - https://www.youtube.com/watch?v=PUoZEBP5wkA
Waz
Roar Rookie
You’ve gotta have a team. The summer of football. The Chase. Yup, that failed ... so let’s try filling in the blanks with canned music during games. What could possibly go wrong? Marketing 101 would suggest the ffa need to secure their core customers, let’s hope they try and do that. Growth beyond that would be nice, but no one wants to jump aboard a sinking ship where the crew are fighting amongst themselves, so that’s a little harder