As a Worldwide Partner of the first Rugby World Cup to be held in Asia, Land Rover wanted to generate positive brand sentiment in key rugby markets around the world. We were briefed to deliver an integrated PR & marketing campaign to confirm Land Rover’s position as the #1 automotive brand in rugby, promote two of its latest products and communicate the brand’s CSR commitments.
We developed a year-long international PR campaign that focused on Land Rover’s search for 96 child mascots for the RWC2019, as well as deploying tactical media activities showcasing the product.
This included using Land Rover’s roster of rugby ambassadors to generate media coverage, engaging the grassroots rugby community, and integrating Land Rover messaging into contractual content opportunities.
During the week of the RWC2019 Final, we staged a major grassroots festival in Tokyo, which provided the climax to a year-long grassroots programme in the host nation. As part of the trophy ceremony, we also helped orchestrate the reveal of the new Land Rover Defender, which brought the Web Ellis Cup onto the pitch in front of an audience of 45m worldwide.
The campaign generated an impressive PR reach with 100% positive sentiment, and a global audience consumed Land Rover generated content, with shoots staged across the world. The mascot recruitment alone generated over 300 media articles and a PR reach of 360m.