NAB AFLW – PR Campaign

Breaking records, breaking stereotypes. This is GENW.

TLA assisted the AFL with a season-long PR strategy for the third season of the NAB AFL Women’s Competition, including the record-breaking NAB AFL Women’s Grand Final.

Working alongside the AFL media team, TLA executed a season-long player profiling campaign to raise the stature of key players across all 10 clubs of the NAB AFL Women’s competition. TLA’s strategy focused on pitching players to health and fitness, lifestyle and wellness media outlets, to leverage them to new audiences outside of the AFL and sporting landscape.

Specific to the NAB AFL Women’s Grand Final, TLA then executed a digital content-led campaign, that saw us engage 13 Australian celebrities and persons of influence to film themselves emulating the infamous “Tayla Harris kick”. The user-generated content was then packaged into a hero content piece house on AFL-owned channels, participating talent social media channels and traditional media, providing a specific pointer to the AFLW Grand Final.


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In the lead-up to Sunday’s NAB #AFLWGF, some of the biggest names in the nation have been putting in the work to recreate one of the most iconic moment’s of AFLW 3.0… ?? #AFLW #GenW

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Contested by eventual champions, Adelaide Crows and Carlton, the AFLW Grand Final attracted 53,034 to the Adelaide Oval – the highest-ever crowd AFLW history.


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Amazing ? A crowd of 53,034 watch on as @crowsaflw win the 2019 #AFLWGF ? . #GENW

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