Telstra Launches New Creative Platform ‘This Is Footy Country’

Building on over two decades of partnership with both NRL and AFL, Telstra’s new creative platform, ‘This is Footy Country’ aims to shine a light on Telstra’s commitment to regional Australia by celebrating and acknowledging country footy and the deep relationship between local footy clubs and their communities.

The integrated campaign leverages Telstra’s sponsorships with community initiatives across both codes and creative assets through broadcast and in-stadium signage, as well as in Telstra’s own retail environment. 

The creative has been developed in partnership with The Monkeys, part of Accenture Song, and shows a team that gets stranded before a game, and the club president quickly pulls together a crew of last-minute replacements. Through its distinct visuals, the campaign heroes the many players, supporters, fans and volunteers that all make such a valuable contribution to the club.

Telstra chief marketing officer, Brent Smart, said, “Whether you’re an AFL or NRL fan, footy invokes a feeling in us and a sense of community and it’s in the country where this runs deepest. Telstra has a strong affinity with regional Australia and we’ve been working with the AFL and NRL for over two decades, so we decided to marry the two together with our new creative platform, This is Footy Country.”

The Monkeys group chief creative officer Scott Nowell said, "The campaign aims to celebrate the deep bond that exists between country footy clubs across Australia and their communities. Country footy emphatically represents the very best aspects of these codes, so a chance to shine a spotlight on it – using so much local talent – has been a real joy."