We organised press conferences where NRL teams announced their key signings for the 2008 season. Instead of them announcing players we had them announce new membership signings.

At the conferences actual members appeared and explained their reasons for signing with their team, and team players, coaches and senior personnel expressed their delight with the signing as they would with a star player.

These press conferences were then packaged as FOX SPORTS news stories with FOX SPORTS presenters, and were played on FOX SPORTS as real, late-breaking news stories.

The popularity of the spot and the fact that it can be viewed at nrl.com/membership.com means the longevity has far surpassed its dedicated media scheduling. To date there has been a 23% increase on new memberships and the nrl.com/membership page has received a record number of hits.