The Heart of Brisbane
With the Dolphins set to start their first season in the NRL, the Broncos had to put a marker down to stake their authority as THE Brisbane team. They also wanted to attract more members.
So, we were asked to create a campaign that not only put Redcliffe in their place, but also broadened the Bronco church, opening its doors to a wider Brisbane audience.
The strategy was to tap into the heart of one of Australia’s greatest cities and create a campaign that celebrated the unique spirit shared by a team and town.
And ‘The Heart of Brisbane’ did exactly that.
This is a city
with an unbreakable spirit.
And the people that live here
live life without limits.
And this ‘little’ city
is the jewel in Queensland’s crown.
And when people come up here…
…they don’t want to go down.
Because this is the city
where the sun shines all year,
where we sing when we’re winning
and we play without fear.
And this is a city
full of well-stocked beer fridges,
where people catch sunsets
under cantilever bridges.
And this is a city
where warm welcomes are given,
because our people are passionate.
They’re caring and driven.
This one-horse-town
on the east coast of Queensland,
is a reveller’s paradise –
a footy fan’s dreamland.
And this city’s a proud one,
we back ourselves to the hilt.
Just look at all that we’ve achieved
and everything we’ve built.
This city is a family,
and families stick together.
We’ve always been in it to win it.
This city never says never.
The PR took off and people across Brisbane and the country as a whole started talking about the work. The Broncos wanted a response from this campaign, and they got one!
‘The Heart of Brisbane’ even inspired a city jersey that the Broncos wore for the inaugural Battle of Brisbane against the Dolphins. It worked, too, as they beat them 18-12 in a nail-biter at Suncorp stadium!
