Media associated with this campaign
Overview of this campaign
AFL fans represent a key audience for the Herald Sun:
1. Over 1.7 million AFL fans, representing 73% of total Victorian AFL fans, turn to the Herald Sun (print & digital) for AFL coverage each month
2. 2.3 million Victorians support an AFL team / identify as an AFL fan (50% of the Vic population)
3. Sport coverage is a key purchase driver among Herald Sun (print & digital) readers – 1.3 million or 42.2% of Herald Sun readers read Herald Sun sports section in the last month
4. AFL content accounts for 30% of HS monthly page views (March - Oct- Peak AFL season)
5. 39% of new subscriptions come from premium footy content
6. Majority of AFL fans who read the Herald Sun are aged 35-49 years old / have young families
Ahead of the start of the 2017 AFL season, the Herald Sun sought to showcase / leverage its connection with footy fans across Victoria to:
• Boost brand awareness / value proposition as the Number 1 AFL publisher in Victoria
• Build talent profiles
• Drive potential subscriptions / sales leads
• Deliver data capture for future marketing purposes
We did this by partnering with sister organisations – Foxtel and Fox Footy, coinciding with the first year of a new six-year AFL broadcasting rights deal.
Through this partnership, we created a joint community engagement initiative; the tour spanned 3 weeks, 7 football clubs and involved 20 footy experts bringing the combined expertise and value of all three brands to life in a tangible way.
Importantly there were two parts to the event series targeting different segments: 1) an afternoon family footy festival, 2) Sportsman’s Night / Panel discussion and Q&A for adults
Crucially, this translated into sales and marketing potential and generated immeasurable goodwill and outstanding publicity for all three brands.
Results for this campaign
The devotion, passion and feedback from the club community affirmed the tour’s success.
The tour generated:
- Windfall financial gains: $50,200 raised for grassroots football, smashing fundraising benchmark by over 200% and enabling one club to raise 57% of anticipated annual funds in just one day and another to raise six times the estimated target
- Immeasurable goodwill and engagement: 2000+ football fans attended the 7 events; 10 lucky subscribers attended final gala event; 5000+ page impressions from subscriber exclusive live streamed panel discussion
- Outstanding reach: Sustained, positive coverage worth $2.1 million over 90 days, across owned and earned media – including 56 print articles, 12 radio interviews, 6 TV stories, and 302 online stories, including 36 published in the Herald Sun alone – reached 10.2 million Australians throughout the period
- Unrivalled opportunity for the Herald Sun to engage with core footy audience to reinforce ongoing value & encourage continued purchase. In total 133 subscription / sales opportunities sourced; 300 leads for qualitative post-tour survey
 Testimonials from Club Presidents Kilcunda FNC and Nathalia FNC
 Terms & conditions stated Clubs must raise at least $2000 each from a minimum 100 tickets sold at $20/ticket profit (Total $14,000)
 Traralgon raised 57% or $11,400 of annual $20,000 target; Lyndhurst raised 40% or $2300 of annual $5800 target and Kilcunda Bass raised $13,000 - six times more than forecast
 iSentia Media Monitoring, March 2017