Here at Van, we’re well aware there’s nothing like a challenge. It’s something we relish. We just hope that’s the attitude of the good people behind World Series Polo, otherwise they might find themselves in for a testing couple of months.
Yesterday saw the launch of a new £1 million tournament: taking a leaf from cricket’s Twenty20 book, it’s hoped that the event, to be held in June, will broaden polo’s appeal, from something only enjoyed by an elite to a sport that can be enjoyed by the masses. The rules will be amended to make the game “faster, more free-flowing and fun,” according to polo poster-girl Jodie Kidd.
An admirable intention, one might say: it’s an exciting game to watch, and what other sport actively encourages its spectators to get stuck in repairing the pitch at half time? Bringing the game to a new audience may give numerous people a chance to discover a new passion.
But to speak to this new target audience, they first should do some research to understand them. Any engagement with potential new spectators needs to speak to them, and connect with something in their lives: a launch involving just renowned horsey types on their expensive ponies probably isn’t the way to go, even if one of them is a celebrity.
We’ll follow this campaign with interest – and see if it manages to engage everyone in the office on a level other than a professional one.
