TLA Worldwide Credentials TLA Global Creds & Case Studies_May2019_PRINT | Page 32

POOL DECK AT THE GABBA
Concept
Video Summary
Cricket Australia had a clear objective for the 2016/17
International Season and that was to increase interest
in and attendance of the Gabba Test Match. There had
been a gradual decline in attendance at this particular
Test Match over the past seasons and CA looked to
TLA to help devise a strategy to capture the
attention of both existing and new fans.
TLA developed The Pool Deck at the Gabba concept
which saw over 3,000 seats removed and a large
custom built pool with accompanying decks on either
side installed within the seating bowl of the Gabba.
The Pool gave selected fans a truly unique experience
and it gave Cricket Australia something new and
fresh to talk about leading into and during the Test.
The Pool Deck not only captured the attention of fans
but also media and broadcast who were keen to show
all those at home just how good a day at the
Cricket had become.
KEY RESULTS
78,095 50%
Attendance at
Brisbane Test increase in
attendances from
the benchmark
Highest 1,200+ $312,682
non-Ashes Gabba
Test Crowd since
records began
fans had an
experience on the
Pool Deck
Value of the TV
Exposure in
Broadcast  
57,865,553 $8.8M
Media
Coverage
Reach   Media
coverage
value