The campaign, 'See For Yourself', challenges the the public to see for themselves how good the modern game is, with the primary objective to drive attendance to all 22 games to be played at AAMI Stadium during the 2011 Premiership Season.
The recent legends of the two SA-based clubs - Mark Ricciuto, Gavin Wanganeen, Andrew McLeod, Warren Tredrea, Tony Modra, Roger James, Shaun Rehn, Darryl Wakelin, Mark Bickley and Matthew Primus -- have lent their voices to the campaign and hand over the baton to the new generation of Crows and Power stars.
Local South Australian rising indie-electro band, The Killgirls, provide the music track “Set Yourself on Fire” for the campaign, fresh from their hit performance at the 2011 Adelaide Fringe Festival Opening Night.
AFL General Manager of Strategy and Marketing, Andrew Catterall said the campaign begins on air tomorrow, with two joint club television commercials, with the campaign to be updated through the season around particular key matches relevant to the respective clubs.
"AAMI Stadium has been the home of footy in South Australia for nearly four decades now and we want as many fans as possible to enjoy the experience of a live AFL match," Mr Catterall said.
"Collectively we have recognised the need to re-energise AFL football in the Adelaide market. Our research tells us that fans have a great time at AAMI Stadium. The new generation of stars are exciting to watch so we encourage footy fans to see for themselves," he said.
The two clubs and the SANFL have worked with the AFL through the summer to develop the 2011 message and the campaign will complement significant member and fan engagement activity being undertaken by each club.
Port Adelaide CEO Mark Haysman said there was a simple message for fans: 'We believe the outcome is terrific for football in this state. The message to all our fans now is quite simply to turn up, support their club and see for themselves what an amazing spectacle AFL football is."
Adelaide Crows CEO Steven Trigg said the club was aiming to sell out every home game in 2011. “The ‘See for Yourself’ campaign perfectly captures the appeal of our game, and the excitement and expectation leading up to round one - and beyond. We’re targeting 45,000 people at our round one clash with Hawthorn, to celebrate our 20th birthday, and we’re also aiming to sell out every home game. That is, to pull people away from their TVs - and get them along to the live action at AAMI. ‘See for Yourself’ is a great catchcry - and promotion - to help do just that!”
SANFL Executive Commissioner Leigh Whicker encouraged South Australian football fans to acquaint themselves with a new generation of Crows and Power players.
“The recent trial games have given us a glimpse of the exciting new talent emerging from both South Australian AFL clubs,” he said.
“We have been fortunate to enjoy 20 years of magnificent AFL football at AAMI Stadium and it’s now time for supporters to direct their passion and enthusiasm towards a new raft of rising stars. I have no doubt that this year, many of these young footballers will become firm favourites with South Australian football fans, just as the likes of Modra, Wanganeen, McLeod and Tredrea were before them.”
The campaign was created by George Patterson Y&R Melbourne and Adelaide after a five-way competitive pitch process.
