Land Rover Defender has revealed its marketing campaign in New Zealand, aimed at boosting its sponsorship of the 2023 Rugby World Cup, titled ‘Defenders of Tomorrow.’
The campaign saw rugby legend Stephen Donald launch a nationwide search to select four young mascots to represent New Zealand at the Rugby World Cup in France.
The once-in-a-lifetime opportunity has seen these four young Kiwis run onto the pitch with the world’s best rugby players in front of stadium fans and millions of viewers around the globe.
The campaign strategy and media approach has been developed by Together, with supporting PR and communications driven by Special PR.
The centrepiece of the campaign is an integrated media partnership with TVNZ’s Seven Sharp who spear-headed a nationwide search for mascots, before selecting four children who represent the behaviours of Bravery, Innovation, Positivity and Aroha.
The campaign also features nationwide Outdoor, TVC, Social and Digital.
Steve Kenchington, CEO of Land Rover New Zealand, says: “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.”
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