Recognition that the national women’s competition "needed to be more visible" led the Australian Football League to "ramp up its marketing push" ahead of the third season of AFL Women's, according to Daniel Cherny of THE AGE. The AFL earlier this month unveiled its new "GenW" campaign ahead of the start of the new women’s season. The campaign includes a TV commercial as well as billboards, including one stationed at the intersection of Punt Road and Olympic Boulevard. A new dedicated women’s football website, womens.afl, was also launched, with women’s football stories no longer appearing on the "main body" of the AFL site. Ahead of the first season of AFLW in '17, the AFL "unveiled an aggressive campaign" including a remake of the "I’d like to see that" commercials from the '90s. Promotion continued last year, "however it was more targeted to digital audiences," something AFLW CEO Nicole Livingstone acknowledged "may not have been enough." She said, "In year No. 1 for AFLW, clearly we had a very public campaign, ‘see what we can create.' ... In year two we moved across to ‘dare to create’ and we were equally committed to that. ... Then looking back from that, it was probably less publicly visual. So we recognized that for the growth of AFLW it’s also important to have this public campaign." The new campaign "focuses not only on AFLW players but also the broader impact of the introduction of the women’s league" (THE AGE, 1/27).
