Cricket Tasmania appoints TRP Agency to promote upcoming Test Series

Cricket Tasmania and TRP Agency have launched a new integrated campaign promoting the upcoming Test Series in December between Australia & West Indies.

The campaign targets the parochial nature of Tasmanian’s by issuing a challenge to show up in force, or risk losing test cricket forever. 

TRP Agency was appointed in October to work with Cricket Tasmania on lifting attendance. 

TRP Agency's psychology-led strategic work sees the application of ‘loss-aversion’ to spark an emotional reaction from Tasmanians and highlight that they risk losing test cricket forever. Cricket Australia CEO, James Sutherland used his recent visit to Tasmania to echo the campaign tagline urging Tasmanians to ‘use it or lose it’. The campaign, Turn Up Tasmania, will be brought to life through online video, social media, print & radio.

Creative Director and ex-pat Tasmanian, Julian Penwright says, “Being from Tasmania I know what pushes ‘our’ buttons, and it’s often attitudes from the ‘mainland’ (when Brisbane forgot Tasmania in the Commonwealth Games opening ceremony map, I really thought we’d end up invading Queensland). For a state that has produced some of the world’s greatest sportsmen and women, we need to be more than armchair fans because while we’re small on population we are huge in sporting passion.”

Craig Clark, Test Match Marketing Consultant of Cricket Tasmania says,“With only a modest budget available Cricket Tasmania are thrilled with the result that TRP Agency have been able to provide. It was great to find an agency with a passion for Test Cricket and Tasmania. We were also impressed with the responsiveness and ability to handle some challenges along the way. Now that we’re in market the campaign is getting great bang for buck and the results are starting to roll in.”

Says Kyle Ross, Account Director, "With the decline in recent test series attendance there is a very real threat for Tasmania to lose test cricket for good. Highlighting this loss gives Cricket Tasmania emotional leverage, and it’s proving effective already.”

Agency: TRP Agency

Strategy Director: Rod Hall

Creative Director: Julian Penwright
Account Director: Kyle Ross

Client: Michael Roberts, Craig Clark (Cricket Tasmania)

Director: Brett D’Souza

Video link: https://www.facebook.com/crickettas/videos 

TRP Agency are a creative advertising agency based in Melbourne.

We solve business problems through psychology, technology & creativity.