World Bowls, the global governing body of lawn bowls, is delighted to announce the arrival of its international ‘Local Sports Stars Wanted’ marketing campaign. This is intended to provide MNAs with the effective ‘tools’ to assist with their recruitment initiatives, and achieve a consistent marketing message for our sport.

Formulated to target men and women in the 30-50 age bracket who have previously played team sport and still seek an alternative to satisfy their competitive instincts – without the same physical demands – ‘Local Sports Stars Wanted’ aims to stimulate participation at local bowling clubs.

‘It’s the perfect vehicle on which we can market our sport as we fight off the negative effects of the coronavirus pandemic,’ said John Bell, the president of World Bowls.

‘It is my personal view that this initiative is an excellent and refreshing piece of work which has had to overcome the complicated nature of the composition of our sport. The thinking and background behind the creative concepts have been well thought out and made available within the media pack, as well as an explanation of how to adapt them to particular circumstances.’

The ‘media pack’ is a comprehensive selection of advertising and promotional print material, along with video clips individually created for cinema, television, social media and digital platforms, plus a series of broadcast-ready radio advertisements. A Dropbox link for downloading the material and information appears in the final paragraph.

‘I can’t speak highly enough of the support of Bowls Australia,’ Mr Bell continued, ‘Their contribution to this initiative was enormous and we are eternally grateful. Our sincere thanks.’

Bowls Australia CEO Neil Dalrymple said it was an important initiative aligned to the organisation’s vision for all people to engage with bowls during their lifetime.

‘This campaign not only speaks to an often-forgotten audience for sports participation, but also speaks to the inclusivity of the game and its fun, but competitive spirit for all players,’ he said.

‘We were happy to join forces with World Bowls to produce this integral marketing campaign, which will provide the means to attract more participants to the sport of bowls globally.’

Centrepiece of the campaign is the dramatic final end of a ‘friendly’ match between local rivals. Shot in slow motion, and accompanied by Wagner’s rousing classic ‘Ride Of The Valkyries’, the clip sees the struggling team send down the final bowl. The crescendo builds, as we see the bowl roll to an unexpected victory, landing triumphantly as the club goes wild.