New Richmond captain Trent Cotchin stars in the Tigers’ emotive 2013 membership campaign television commercial.

With “The Roar is Back” as the central theme, Cotchin is seen walking up the players’ race at Richmond’s home ground, the MCG, and surveying the empty stands, before pulling on the famous Yellow and Black guernsey, as he prepares for on-field battle.

Join Richmond captain Trent Cotchin as a member of the Tiger Army for the 2013 season.  The Roar is Back.

The dual Jack Dyer Medallist expounds the virtues of the roar generated by the ‘Tiger Army’ on match day and the inspirational effect it has on the Club’s playing group . . .

“The true strength of the Richmond Football Club comes from within.  Yet, it lives and breathes all around us,” Cotchin declares.

“Its power is undeniable and has echoed through the ages – through every bump, every twist and every dramatic turn.

“At fever pitch, it is a force to be reckoned with – an icon of Australian sporting passion.

“Opposition fear it, while we can’t help but be lifted up and inspired to greatness by it.

“It’s in the very atmosphere of a heaving MCG and it resonates through every game-changing roar.”

The TVC is the end result of a three-month process working with leading sports marketing agency, Gemba, who developed the 2013 membership campaign.

This process involved market research with Tiger members, fans, sponsors and partners, along with feedback from players, coaches, the administration staff and board.

The Tigers’ are on the hunt for 60,000 members in 2013 and, as Cotchin says, “Make sure your pride is heard loud and clear.  Become a 2013 Richmond member . . . because The Roar is Back!”