Local Sports Stars 2017
Media associated with this campaign
Overview of this campaign
News Community’s recognition of local sporting achievements has largely been driven as a separate editorial initiative in each of our states. Through uniting the programs our goals were to:
EVOLVE OUR BRANDS
By taking the program to a national level and integrating it seamlessly across social, digital, press, activations, events and PR we demonstrate our commitment to our communities and the roles our brands play on a local and national stage.
By consolidating our programs and streamline our marketing resources to deliver a new consistent brand for our community mastheads whilst still maintaining hyperlocal connections.
INSPIRE HEALTHY COMMUNITIES
With Australia’s sporting identity in question, focus on increasing obesity levels amongst our youth and declines in participation in organised sport, nationalising Local Sports Stars was a natural progression to reinforce the importance our communities play in shaping healthy communities and our next generation of athletes.
CREATE NEW REVENUE STREAMS
Through national, state and local partnership and advertising opportunities, provide an audience segment that has a genuine bond to our brand and its local community.
Whilst many national brands have partnered with key sporting code associations, Local Sports Stars key point of difference is that the program covers a range of sports that drive an authentic and valued connection to their communities.
Results for this campaign
Local Sports Stars received over 1100 nominations across 65 sporting codes and has proven to be a success in this format. We have fielded enquiries for 2018 nominations and re-signing partners for 2018. We attracted nominations from children as young as 8 through to our National Service to Sport Winner Ron Stobaus aged 78. Revenue for this segment has increased 423% through partnership and advertising offerings and paved the way for growth.
We uncovered a range of talent and awarded 20 state level winners and 5 overall national winners that are sure to become household names, in some cases their nominators are sporting personalities themselves. As the 2018 Commonwealth Games approach, several of the nominees covered will already be known to their communities before they hit the global stage.
Across social media, sporting organisations spruiked the program and our content to their fans. Not only are they sharing links to our digital content, they are proudly sharing photos of our printed content in their feeds. Similarly, the nominee’s families and clubs have followed suit, providing us an opportunity to identify and engage key influencers in our local sporting communities.
We achieved great support from well-known sporting personalities and teams keen to engage with the program by encouraging the nominees from launch through to the award announcements. This support has provided the aspirational element to the program and reinforced its importance to our communities.
“I think it’s important the community knows what young people in their areas are achieving. Without programs like this, there is no way to get the word out,”
-Ashley Stoddart, Australian Olympic Sailor 2016
“Recognition is always a good reward for hard work and it’s great for the kids’ confidence. When volunteers and teams get recognised, I think it’s a really good, positive message going back to the clubs they represent.”
-Darren Lockyer, Australian rugby league television commentator and former player