For a second successive year, Foxtel engaged TLA to execute a grass roots football program that was modified from the first year, yet still maintained the focus areas of brand awareness and engagement.
In 2015, the Club Rewards program was re-designed whereby local football clubs were recognised for the benefits they have delivered to their local communities, be it through fundraising for a charitable cause, broader community development initiatives or helping out a club member in a time of need.
The Club Rewards program took on a new format of a Bronze, Silver and Gold-tiered system on the basis of clubs self-nominating their community work. It was then the responsibility of TLA in aligning the Foxtel brand to community clubs and community initiatives, and communicating the rewards that Foxtel and FOX FOOTY were providing to community-driven local clubs through PR.
68 clubs received the rewards, and were given prizes ranging from a seminar with three senior AFL coaches, to a tour at an AFL club’s facilities, which included a sit-down with the senior and assistant coaches to discuss tactics.
TLA achieved over 100 pieces of coverage around the FOX FOOTY Club Rewards program across TV, Social, Online and Print media.