Canterbury has taken a new approach to its 2020 Authentic Supporters fan gear, with a creative campaign called “Be Part of It”.
The campaign springs from 12 months of deep research into what fans really want.
Canterbury marketing manager Chloe Allan said the repositioned campaign is in line with outcomes.
“We have repositioned ourselves to respond to fans’ deepest passions.
“This is about a community of licensed teams, communicating and celebrating a fan-based approach.”
The range has been created for the NSW Blues, North Melbourne Football Club (Kangaroos), and New Zealand’s Blackcaps and Vodafone Warriors.
Allan said it features Canterbury’s most creative designs yet, telling stories from the folklore and history of the teams.
“The campaign also features real fans, rather than models or players.
“We wanted to show fans this range is just for them, to show their passions and team colours and to bring to life a community spirit.
“When fans see themselves in this campaign it sends a clear message that Canterbury is all about the enabling the supporter to kit up and be part of it, that we understand their passion and excitement,” she said.
“We are delighted with the result. The images are fantastic – fun, bright and energetic – and celebrate the real supporter just as we’d hoped.
“This challenges perception of the Canterbury brand and reconnects us with the fan base. It’s an exciting way to “Be Part” of the team they love.”
The campaign commences with PR seeding activity to put the new jerseys in the hands of influential fans and key opinion leaders.
The Authentic Supporters fan gear campaign expands into OOH, print, digital, social and PR ahead of the 2020 season launch.