Bowls Australia (BA) has unveiled a new national marketing campaign, entitled Local Legends Wanted, aimed at increasing participation in the sport and improving club health by calling on individuals to join their local bowls club.
The campaign, which was released ahead of 2019/20 summer period, reaches out to those looking for a team sport that’s not as physically-demanding in comparison to sports such as football and netball.
The target audience for the campaign, created by specialist sports marketing agency Ballpark, is primarily men and women aged in their 30s to 50s who have enjoyed team sport throughout their lives but are looking for their next sport to play in or something more kind on their body.
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Bowls Australia CEO Neil Dalrymple said it was an important initiative aligned to the organisation’s vision for all Australians to engage with bowls during their lifetime.
“This campaign not only speaks to an often-forgotten audience for sports participation, but also speaks to the inclusivity of the game and its fun, but competitive spirit for all players,” he said.
With Australia often being described as ‘sports-mad’, the campaign plays on the welcoming, larrikin personality of both the game and its players.