Client: Optus Stadium
Location: Perth, Western Australia
Project Date: 2020
Project Type: Paid Social
The Brief: Optus Stadium is a 60,000-seat world-class venue and was named the Most Beautiful Stadium in the World at the 2019 Prix Versailles international architecture awards. In 2020, the AFL Perth hub games brought travelling teams to WA during an unprecedented season. The brief was to grow brand awareness, drive web traffic and convert that traffic into ticket sales.
The Work: The strategy was built around two distinct audiences, not one generic AFL fan.
For people outside Perth, the hub games were a reason to turn a weekend in the city into a proper AFL getaway. For locals, it was a rare chance to see travelling teams play in their own backyard against sides they’d normally never get to watch live.
Coffey & Tea tapped into Tourism WA’s 2020 campaign encouraging West Australians to see their own state, aligning the paid campaign with existing momentum rather than working against it. Paid Facebook and Instagram campaigns were targeted tightly around AFL programme interest, team affiliations and location, making sure every dollar landed where it mattered.
The Result: Increased traffic to the Optus Stadium and Ticketmaster pages, stronger brand awareness and more tickets sold across the hub games.
