Although the Bay is the home to one of Port Adelaide’s oldest rivals, it was all black, white and teal as the covers were pulled off a new-look tram, resplendent with Power branding featuring the faces of popular stars Travis Boak, Chad Wingard and Justin Westhoff.
It forms part of a broader strategic marketing campaign which will feature the ‘You Don’t Want To Miss This’ slogan the club has used to generate a record-breaking membership tally for its move to the Adelaide Oval, appear on all public transport infrastructure across metropolitan Adelaide.
The Adelaide Railway Station, buses, trains and bus shelters will all feature Port Adelaide advertising throughout March with the Power Tram continuing until May.
It’s all part of a push towards 50,000 members for the club’s historic 2014 campaign according to Port Adelaide’s manager of marketing, brand and digital strategy, Stephen Shirley.
“Our club has an exciting story to tell and we figure it should be told right across the city,” Shirley told portadelaidefc.com.au.
“We’re already closing in on 50,000 members for this year after setting our new record and with affordable reserved seat options starting from just $20 per month on our Easy Pay payment plan, it’s a great time to jump on board.
The decision to use Adelaide’s public transport network was as much about promoting the ease of getting to Port Adelaide games in 2014, as it is selling the club’s membership packages - among the most affordable in the AFL - according to Shirley.
“Port Adelaide supporters will have greater accessibility to our games than ever before. Given the public transport network feeds from all directions into the middle of the city, we want to promote alternative transport options,” Shirley explained.
“The trains will feed right into the Adelaide Railway Station and you can then cross the new footbridge to the southern entrance of the Adelaide Oval.
“It’s the same with the tram, and the Footy Express buses will come very close to the Oval.
“Parking will be a premium at the ground, so we think it’s important we promote accessible transport options too.”
But it doesn’t just stop at public transport when it comes to accessibility.
Not only will the Power’s advertising campaign go fully digital online with ads appearing across a number of prominent websites, Port Adelaide will also provide free Wi-fi on its branded tram and 19 other trams across the Adelaide Metro network for the period of its campaign.
It’s something the commuter is sure to embrace, whether they board the tram at Moseley Square, the Entertainment Centre or any of the 26 stops in between.
The Footy Express timetable will be released in March leading up to the historic first Showdown at the Adelaide Oval on Saturday 29 March. Make sure you have a guaranteed place at the game by purchasing an 11-game reserved seat or Essential Power membership at weareportadelaide.com.au or by calling 1300 GO PAFC (1300 46 232).
