Client: Optus Stadium
Location: Perth, Western Australia
Project Date: 2020
Perth’s Optus Stadium is a multi-purpose, world-class venue hosting a year-round calendar of major sporting and entertainment events.
With 60,000 seats and a fans-first approach in design and technology, it was named the Most Beautiful Stadium in the World in the 2019 Prix Versailles international architecture awards.
The project brief
Optus Stadium appointed Coffey & Tea to grow brand awareness as well as drive web traffic and ticket sales for the 2020 AFL Perth hub games to be played at the stadium.
What was the challenge or objective?
The Coffey & Tea team worked on:
What was the outcome?
The Coffey & Tea team successfully boosted ticket sales for the upcoming games as well as tourism to Perth through a series of paid Facebook and Instagram campaigns.
AFL Tourism can bring in tens of thousands, even hundreds of thousands of customers. However, as much as Aussies may love their AFL, any campaign will only be successful if you’re aiming it at the right people.
Amidst an ‘unprecedented’ 2020 AFL season, Optus Stadium needed to capitalise on the opportunity the Perth hub games presented them to recoup as much as they could from the season.
That’s where we came in. Tieing into Tourism Western Australia’s 2020 campaign encouraging West Australians to see their own state and stay and play in Perth, we broke our strategy into two key parts, one focused on those outside and the other on those based in Perth.
For those outside Perth, the games were a chance to turn a regular weekend in the city into an AFL getaway and experience Australia’s favourite game from within the Most Beautiful Stadium in the World.
For those within Perth, the games were a rare chance for local fans to see the travelling teams play, and to see them play against teams they usually wouldn’t be able to.
With these two key audiences in mind, we delivered a series of paid campaigns focused squarely at those whose interests matched popular AFL programs and the teams playing in the Perth hub.
The result was more eyes on the Optus Stadium and Ticketmaster webpages which grew brand awareness, and ultimately meant more tickets sold.
How did we do it? We made ourselves well aware of each community’s interests, locations, and the hashtags they would be using and aimed right where it mattered. We spoke in their language. We ensured every cent of the budget was spent wisely and effectively.
