Sportspick urges Queenslanders to honour the ‘Real King’s Birthday’ in new campaign via Enigma
In a bold move to celebrate one of Queensland’s most iconic sporting figures, Queensland workers are being encouraged to take advantage of their ability to request to substitute a public holiday for another day, and swap this Monday’s King’s Birthday public holiday on October 7th for a more fitting tribute: Wally Lewis’s birthday in December.
NRL legend Wally Lewis is revered as the ‘real king’ of Queensland. His legacy resonates with pride and passion throughout the state, perhaps even more than the current Head of State, King Charles III. He wasn’t just a legend on the field; he embodied the true spirit of Queensland and led them into battle on 30 occasions.
In a unique campaign developed by Enigma, Queenslanders wishing to swap October 7th for “The Real King’s Birthday” can go online to TheRealKing.com.au. Once there, they enter their email, their boss’s email and a pre-populated email is prepared ready to send to their employer to petition them to make the swap. This campaign leverages underused public holiday substitution entitlements and is being led by Australia’s favourite in-venue live sports companion for pubs, clubs, and bars, SportsPick, with support from rugby league icon Cameron Smith.
Says Matthew Dawe, creative director, Enigma: “First, King Charles decided not to visit Queensland during his royal tour. And then he expects the state to take a day off and celebrate his birthday on a day that’s not even his birthday. It all just didn’t sit right with us.
“So, we figured, let’s give the day off to someone who truly deserves it – Wally Lewis, the real King of Queensland. He’s given us more reasons to celebrate than any distant royal, and it’s about time we made it official.”
Says SportsPick spokesperson Mark Sturdy, managing director of Entain Venues: “We’re loving how much excitement this has generated. Swapping the King’s Birthday for Wally’s has clearly resonated with Queenslanders. We’ve already heard HR departments are feeling the pressure with all the requests, so we’re sorry about that. But what better reason for the extra admin than celebrating the real King of Queensland?”
The Real King’s Birthday” Long Weekend will be celebrated from Saturday November 30 until Monday December 2nd. A select number of SportsPick venues will be transformed into official King’s Birthday party venues, with royal guests of honour and a party atmosphere all long weekend (long). These venues will be the ultimate celebration of Queensland’s true King, Wally Lewis.
His Royal Highness ‘King’ Wally Lewis admitted he was caught by surprise when the initiative was first brought to his attention.
Adds Lewis: “To be honest, when I first heard about the SportsPick campaign I thought it was Gene Miles playing another one of his pranks on me.
“To know that many Queenslanders are acknowledging me by asking their bosses to swap the public holiday next Monday to celebrate my birthday is very humbling.
“I’ve had many great birthdays over the years but this one certainly takes the cake.”
Creative, Digital and PR agency: Enigma
Client: SportsPick (an Entain Group brand)
1 Comment
As a proud New South Welshman, I endorse this campaign.