AUCKLAND, Today: Land Rover Defender has launched its New Zealand marketing campaign, Defenders of Tomorrow, as part of its sponsorship for the 2023 Rugby World Cup. The campaign, led by rugby legend Stephen Donald, conducted a nationwide search to choose four young mascots to represent New Zealand at the Rugby World Cup in France.
These four lucky Kiwi youngsters have the unique opportunity to take the field alongside the world’s top rugby players, captivating stadium audiences and millions of viewers worldwide.
The campaign strategy and media planning were crafted by Together, with PR and communications support provided by Special PR. The campaign’s focal point is an integrated media partnership with TVNZ’s Seven Sharp, which orchestrated the nationwide mascot search and selected four children who embody the qualities of Bravery, Innovation, Positivity, and Aroha.
The campaign also includes nationwide Outdoor, TVC, Social, and Digital components.
“We’ve seen more than 700 amazing stories of bravery and community spirit submitted, there wasn’t a dry eye from the judges, so it’s such a thrill to get to watch these four incredible children take part in rugby’s biggest event.”
Steve Kenchington, CEO of Land Rover New Zealand, commented: “We launched our search for Defenders of Tomorrow because we know there are hundreds of children in our communities who have showcased huge strength of character in recent years, and we wanted to celebrate their stories.”
“Our four winners are currently having the experience of a lifetime at the Rugby World Cup 2023 in France, and we’re proud to pioneer a campaign that demonstrates Defender’s leadership and values of the sport. Although we’re a luxury brand, we wanted to use this sponsorship to bring all New Zealanders along for the ride.”
Rufus Chuter, Managing Partner at Together, added: “New Zealand has been through a lot over the last four years, so our sponsorship amplification for the 2023 Rugby World Cup was an opportunity to demonstrate the modern brand values Defender stands for.”
“We’ve seen more than 700 amazing stories of bravery and community spirit submitted, there wasn’t a dry eye from the judges, so it’s such a thrill to get to watch these four incredible children take part in rugby’s biggest event.”
Share this Post
The post Land Rover Defender launches <i>Defenders of Tomorrow</i> appeared first on M+AD!.