NRL Drops Bon Jovi Ad Campaign, Seeks Fresh Approach For '13

In keeping with the ''bold new era'' changes in the code, National Rugby League officials have ended their advertising association with American rock band Bon Jovi, according to Glenn Jackson of the SYDNEY MORNING HERALD. NRL Dir of Commercial and Marketing Paul Kind "confirmed the administration would not be using Bon Jovi's 'This Is Our House' ad campaign next year," ending the two-year association. Officials have decided that the advertising campaign for '13 "needed a fresh approach given the five-year, A$1.025B broadcast deal." Kind said, "For two years, [This Is Our House] has been fantastic for the game. The decision to move away from the use of the song is about being able to promote more broadly across all levels of rugby league, particularly when you consider the new TV contract" (SMH, 12/22).