In just their second season in the National Rugby League (NRL) the Dolphins based at Redcliffe north of Brisbane are changing their branding and promotional campaigns in a bid to boost membership.

A club spokesperson said original efforts to label the club’s fans as “Phins” and promotional lines such as “get your Phins up” – with fans putting one hand vertically on their heads and wiggling it – appeared to have fallen flat.

“It goes without saying that there’s a lot at stake for the Dolphins, and the current promotional campaigns just aren’t cutting it,” the spokesperson said.

“Even our star coach Wayne Bennett (pictured below) isn’t happy with the current branding and promotions, although someone did point out that he’s never happy about anything. Ever.

“But being a relatively new club it’s vital we get our promotions right to help build membership and our fan base.

“To that end the club has recently engaged Brisbane advertising whiz kid, Joey Goebbels Junior, from the Goering Goebbels and Himmler agency (below) to rebrand the club.

“He’s come up a brilliant campaign based on the line ‘I’m a Dolph’. (main picture)

“He’s even rebranded our Kayo Stadium here at the Redcliffe grounds with the club’s new logo he designed. (below)

“As Joey explained, Suncorp Stadium is nicknamed ‘the cauldron’ and he wants to see our grounds become widely known as ‘the bunker’.

“He’s even wanting us to hold some big rallies there with torchlights and everything to build up enthusiasm for the new look.

“Plus on his instructions we’ll be replacing the ‘phins up’ hand gesture with a new one in which fans use their right hand to point to their heart and then stretch out their arm to point to the sky.

“Joey is so confident about the changes he proposes that he says we won’t have to do another rebrand for a thousand years,” the club spokesperson said.

Advertising gurus Russel Howcroft and Todd Sampson (left to right below) applauded the club’s move and the new branding designed by Goebbels.

Howcroft said: “It’s brilliant. Yeah?”

Sampson agreed saying: “Did you notice I’m wearing a t-shirt?”

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