This Rugby World Cup, the Dubai based airline Emirates, one of the official sponsor of the game is running “Bringing Rugby Home”, an integrated advertising campaign centered on a fan photography contest.
To start with the official airline sponsor of the game has debuted a comic TV ad showing it transporting a Gilbert rugby ball in first class from a sheep farm in New Zealand, the last winners of the trophy to Rugby World Cup game in the UK, including pampering by airline stewards and interviews in a press conference.
On digital, Emirates has organized a photography contest for fans from all over the world. The objective of the digital campaign is to bring together rugby fans from all over the world to share their passion for their team by participating in the photo challenge.
To participate in the contest, simply click a photo showing support to your team in this year’s Rugby World Cup 2015. Upload the photo on the website or on the Facebook app. One can also share the picture on Instagram or Twitter by simply tagging with #BringingRugbyHome and @Emirates.
The contest ends in another 38 days. The lucky winner gets two airline tickets to Dubai. Make sure you checkout the submitted entries on the portal, to submit better entries.
Apart from the Facebook app – which is quite rare to be used by brands these days – Emirates has been sharing the TV commercial and updating fans about the contest as well as the games.
— Emirates Airline (@emirates) September 22, 2015
Not just Emirates, Land Rover, another official sponsor of the game, is running a massive storytelling campaign #WeDealInReal – which champions the players and supporters of rugby’s grassroots and reflects the resilience, determination, sportsmanship, teamwork and respect at the heart of the game.
Apart from featuring 11 individual grassroots stories of clubs from Rugby playing nations like Ireland, New Zealand, South Africa, among others, the British car manufacturer has also released a TV commercial that talks about the spirit of the game, how the game is being held by the love of sports persons across age, sex and country. The poetic voice over in the video ends with this statement – “At Land Rover from the grassroots to the greatest stage, we deal in real.”