New direction by Marketforce for West Coast Fever launched for 2018 NNL season

Marketforce have unveiled a new campaign for West Coast Fever, championing the athleticism and determination of netball, a sport often perceived as soft. 

The campaign, We’ve Got Grit, aims to show that West Coast fever players have the grit to dig deep week after week. 

Strategic Planner, Jez Reilly, conducted research amongst  the entire West Coast Fever membership base and spoke about the resulting insights at the campaign launch event yesterday.

“Anyone who’s been to a Fever game knows these players are tough and motivated,” said Reilly. “Those games are loud and fast. They’re also an authentic opportunity for mothers, fathers and daughters to spend time together in the presence of inspiring athletes.”

The launch was  held at Channel Nine Perth and showcased images designed to highlight the team’s philosophy of passion, dedication and hard work for 2018.

The campaign was art directed by Lauren Regolini, who was inspired by the players’ athleticism.

“We photographed the players in the same way male athletes are photographed. The photographic direction prioritised muscle definition, strength and movement, over the traditional female approach of eyelashes and smiles.”

Marketforce CEO Paul Everingham said the message of grit has been reinforced from his own experiences of netball.

“As a parent with two girls who play netball I am always cognizant that it is the most popular female sport played across Australia,” he said. “We are delighted to partner with the Fever and we wish them all the success in the world for the upcoming netball season.”

West Coast Fever Executive Officer Tamara Sheppard said the campaign was the starting point for what’s planned to be an ambitious year for the team. 

“We want to make it clear that our brand of netball is tough, athletic and highly competitive,” Sheppard said. “We strive to be innovative both on and off the court and we firmly believe that this campaign will inspire our passionate members and fans in 2018.”