Canberra Chill's 2023 Hockey Season
Campaigns

Client: Canberra Chill

My role: Art director & Lead creative

What I did: Campaign ideation, campaign design, campaign roll-out, art direction

Creative Contributors: Jason Perelson as Creative Director, Sonali Jayasekara as campaign and communication strategist, Andrew Gibbon as designer, Cameron Porombka as designer, Liam Newton as animator

Synergy Group’s creativeXpeople team were engaged to assist ACT Hockey’s Canberra Chill in promoting their upcoming season. Canberra Chill had been experiencing low audience and membership engagement, which they hoped to see improve in their new season beginning in October 2023.

After meeting with the client to gain better context and to establish their goals, we concluded that we would develop an awareness campaign. The campaign objectives were to improve public awareness of the upcoming hockey season, increase attendance rates and increase memberships.

Working closely with the lead campaign and communication strategist, we began by establishing measures of success, our target audience and understanding the wider ACT sports scene through their social media channels to gain insight regarding successful audience engagement.

As a result of this, we recommended a phased campaign approach. First, we wanted to draw back in existing hockey and sporting crowds by reminding them that hockey is returning for another season. Considered an immediate ‘quick win’, our ‘Canberra, play on!’ campaign was set to build the hockey momentum prior to the season beginning, reinvigorating core audiences and ensuring a steady rate of attendance and memberships. 

The second phase was intended to reach a wider audience generating new crowds and memberships from people of all ages and with varying interests, not necessarily in sport. The ‘Be there for the moment’ campaign specifically draws on a sense of Canberra pride, great atmosphere, community and being there to witness the spine-tingling moments of our local hockey champions.

Both phases of the campaign maintained a cohesive visual identity featuring full-page photography, with subtle design variations to keep each launch feeling fresh. We also rolled out a variety of supporting collateral, including social media toolkits that empowered the Canberra Chill internal team to effectively manage their social channels. Additionally, we created high-quality, shareable animated marketing videos to enhance audience engagement.

Contact.

Phone: +61 438 147 091
Email: corinnejane93@gmail.com
Socials: LinkedIn