Advance Recorded Presentations
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Thinking Outside the ‘Bidding Box’: Marketing Bridge to New Players
Esme Nicholson, Christina Ballinger and Professor Maurice Biriotti (Bridge 2 Bridge) and Jordan Maclean and Professor Samantha Punch (BAMSA)
As a complex game of many aspects, bridge appeals to different people in different ways. The presenters propose four distinct types of players, each with their own reasons for playing, and ask: to what extent does each type of player require a different marketing strategy?
Serious Leisure Experience in A Mindsport: Elite Player Motivations and Participation in Tournament Bridge
Zoe Russell and Professor Samantha Punch (Bridge: A MindSport for All)
This presentation considers factors that motivate bridge players at the highest level of tournament bridge. Based on interviews with 52 elite bridge players, the BAMSA study gives insights into the serious leisure experience and the ways in which social interaction and interpersonal dynamics influence the participation of both professionals and amateurs within the mindsport.
ACES & KNAVES: Images of Bridge
Jackie Paré (Filmmaker, USA) in conversation with BAMSA and bridge legend Zia Mahmood (USA)
ACES & KNAVES is a classy, well-regarded documentary about the best and the worst of bridge, but to what extent will it alter the popular perception that bridge is a dull game for older people? This discussion of the documentary considers the role of film and television in changing minds and challenging stereotypes.
Refreshing the ACBL Brand
Mary Stratton (Director of Marketing, American Contract Bridge League)
With an eye on injecting new vitality to the ACBL, exploring a brand refresh began in 2019. An independent study informed a decision to enhance ACBL’s identity and personality through a new logo, website and collateral. Mary Stratton will share a brief overview of the revised branding and its implementation.
Marketing Challenges facing Bridge after Covid
Peter Cox (Head of Marketing, Australian Bridge Federation)
Covid was a tipping point for bridge around the world with an ageing cohort, growing attrition, competitive leisure market, declining volunteers, low retention rates and poor behaviour all contributing to declining memberships. This presentation considers insights from a survey of 2,500 Australian players on bridge both during and after Covid.