By Warrick D Nicolson
February 9, 2011.
Arguably the biggest news of the 2011 National Rugby League Season was broken on Twitter today with the announcement that music super group Bon Jovi would head the NRL's Advertising Campaign.
Yes Bon Jovi, he of the long blonde locks and tight shorts...
Oh wait that was Warwick Capper.
It's an easy mistake to make... apart from the fact that one still has talent.
The NRL has made a gigantic leap forward in progress when it comes to marketing the game with the Bon Jovi acquisition and although the song chosen isn't a tune that will stick in your head all day - it has enough pop/rock to get the job done for the next 12 months.
Then of course, Bon Jovi should offer up a far better known song for the NRL Anthem like 'Blaze of Glory' or 'Livin' on a Prayer' but for the time being 'This Is Our House' will have to do and as you can see below it WILL work.
Here it is without the NRL action clips that will no doubt accompany it come March and instead feature CFL action (Gridiron) of the Saskatchewan RoughRiders - giving you a taste of what's to come in the NRL Ad.
BON JOVI - This Is Our House
Obviously the NRL version will feature Bon Jovi himself quite heavily and this is a huge plus for the NRL's campaign.
Because Bon Jovi's association just opened up the NRL to another demographic or three and as an added bonus have actually plugged in a fair dinkum star with the game.
Not since the days of Tina Turner in the late 1980s and early to mid 1990s has the game been associated with music royalty (Sorry Tom Jones just didn't cut it) and perhaps more importantly, like Tina Turner, you can buy the idea that Bon Jovi might actually like the game of Rugby League.
Don't think for a second that when it comes to successful endorsements, the ability of the person/group endorsing the product to sell the idea that they genuinely have an interest in the product, isn't VITAL in making the endorsement work.
Because Tina Turner sold you on the idea that she liked muscle bound Rugby League players, and maybe so would the female demographic. Her music then meshed so well with game highlights that the male demographic embraced her too. In short she covered multiple demographics and her two signature Rugby League anthems were NRL promotions heaven.
If you need proof....
TINA TURNER - What you get is what you see
TINA TURNER - Simply the Best
So coming in March we can expect to see Benji Marshall featured heavily in the new Bon Jovi NRL Anthem clip - after all Marshall was identified by the NRL as their 'new face' - and until that time reflect on two things.
One - how good is it to see the NRL make a positive move in promoting the game that doesn't cry out B Grade Marketing.
And Two - temper that enthusiasm by realising that it has taken the NRL the best part of 20 years to remember what worked for them when the game was at its peak.
But heeeeeey we're halfway there...
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Yes it's coming... the 2011 NSC Rugby League Almanac. We've promised it since the end of the 2010 NRL Season but we can confirm that the 2011 NSC Rugby League Almanac will be out in late February.
With a comprehensive guide to the upcoming season, a review of the big games and big stories from 2010, our recruitment analysis for each club, a full run-down of the NRL Tweet Player of the Year Votes and our very special Top 50 Players in the NRL - it will be a requirement for anyone wanting to follow the Greatest Game of All in 2011.
Plus it will be a must-have Fantasy League tool.
If you would like to advertise in the Almanac please contact Warrick Nicolson
If you would like to pre-order a copy send an email to this address. It will cost AU $10.00.
Our surprisingly popular Rugby League Podcast will be back in 2011 with more of the same insight, analysis and borderline entertainment that many have come to know and love.
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