When Taverners approached us, it was an NGO steeped in cricket tradition, but lacking visibility and relevance with its target audience. Its challenge to us, connect Taverners with cricket fans Australia-wide.
After a productive and inclusive review process with the National Executive and Branch, we set about evolving the brand and creating a tactical strategy to build national engagement for the cause of disability cricket and funding activities across the country.
We modernised the brand through a new logo, design and ‘Give a Sporting Chance’ tagline to promote Taverners as a contemporary, accessible cricketing organisation with aspirational, inclusive values. This helped Taverners go about its core business of creating more sporting chances for youth living with an altered ability to participate, develop and achieve in the sport.
What really brought Taverners into the national spotlight was a targeted launch ad deployed during the Australia vs Pakistan Test match in Adelaide. The ad encouraged cricket fans to support Taverners through membership and donation using a state-of-the-art ‘txt-to-donate’ mechanism.
This allowed us to reach fans where they were most engaged, on the couch watching the game. Plus it allowed fans Australia-wide to donate without even having to get up or put down their drinks.
The rebrand and campaign didn’t just put Taverners on the radar of every cricket fan watching the test. It also helped Taverners engage more with Cricket Australia, as ‘Cricket Australia’s Community Charity of Choice’ status was achieved.
Taverners continues to grow its brand recognition with Australian cricket fans everywhere, and we look forward to being right there with them as they help altered-ability cricketers reach new highs in the sport they love.