Sunny Advertising campaign helps Brisbane Bullets pack out historic Pat Rafter Arena

The Brisbane Bullets kicked off their Hungry Jack’s NBL27 season in unforgettable fashion, playing to a sold-out crowd at Pat Rafter Arena following a successful launch which included a digital campaign spearheaded by Sunny Advertising.

The Bullets home game was the first basketball fixture ever held at the iconic Brisbane venue and was played with the roof open under the stars which saw the Bullets overturn a double-figure deficit to defeat the New Zealand Breakers 88-85.

Sunny Advertising CEO Sarah McNeil said the result reflected the growing sophistication required to market elite sport in a crowded entertainment landscape: “The sellout result was a result of our digital team working in with the Bullets’ internal team and other media partners to build excitement around the club’s move into a genuinely unique, one-of-a-kind venue alongside a revitalised roster and refreshed entertainment offering and convert that curiosity into ticket sales.

“A fixture like this doesn’t sell itself just because it’s held in a novelty venue, you need a campaign that captures why this moment is genuinely different and gets that message in front of the right fans at the right time. Seeing Pat Rafter Arena sell out for a basketball game for the very first time is incredibly rewarding.

“The combined focus was to use different media channels to build anticipation for a truly unique game day experience, open-air basketball under the stars at one of Brisbane’s most iconic sporting venues, and translating that into real demand at the box office. There’s also the multiplier benefits of improved game day experience as a result of a full house cheering the Bullets to a win along with increased membership and merchandise sales on game day.”

The win adds to a strong year for Sunny Advertising’s sports marketing division, whose sporting clients include NRL club the Dolphins, Sunshine Coast Lightning netball team and the South Australian National Football League (SANFL), while also being reappointed by Brisbane Heat for a third consecutive season.

McNeil said the growing portfolio reflected the agency’s specialist expertise in audience growth, performance media and fan engagement for professional sporting organisations: “Elite sport is incredibly competitive, and it’s not just about what happens on the field, clubs are also focused on growing membership, driving attendance and delivering value for sponsors and fans alike. We’re proud to be playing a role in helping our sports based clients including the Brisbane Bullets achieve key gameday milestones and we look forward to watching their performance in this Saturday’s home game against the JackJumpers.”

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