What does the Welsh rugby jersey means to players who wear it?
That’s the question addressed, explored and answered in a new #ForTheJersey campaign from the Wales Rugby Union launched at the start of the new 2018/19 season.
The aim is to celebrate Welsh rugby in the build up to RWC and beyond and to strengthen current engagement with Welsh rugby and engage new audiences within the UK and abroad.
The promotion, which was first teased in late August and will run all the way through to next year’s World Cup, is spearheaded by a series of emotional videos.
The films, shot at the famous Pinewood Studios, star a strong line-up of male and female Welsh international players past and present.
The creative centres on stylised imagery showing how a player’s personal ownership of the jersey is both ‘of its time’ and part of a ‘lasting legacy’.
The launch film, which includes historic footage, features Welsh rugby royalty – Gareth Edwards, JPR Williams, Jonathan Davies, Alun Wyn Jones, Leigh Halfpenny and Gavin Henson – speaking emotionally about their feelings about one of the most famous jersey’s in the world game.
This first video debuted on the in-stadium big screens as Cardiff Blues took on Leinster in the Guinness Pro14 opener at Cardiff Arms Park on 31 August and then at Rodney Parade when Dragons take on Benetton on 1 September.
It was then posted online across various Welsh rugby digital platforms and also began airing on a variety of television channels.
This first film, shot by Welsh company Black Lab Films and called ‘Our History’, was teased socially from late August with images and clips,
before the full ‘Part 1’ episode was posted on 1 September on the WRU’s YouTube
and Twitter channels.
Over the years the style and fabric of our jersey has changed. Players and coaches also come and go, yet the pride and passion it evokes remains the same.
https://t.co/WjQzCKe6Zu#ForTheJersey pic.twitter.com/u7r1jQcoTO
— Welsh Rugby Union (@WelshRugbyUnion) September 1, 2018
Part 2 ‘Men’s National Squad’ followed two weeks later on 17 September (complete with a Welsh language version of course).
These will be followed during the season by three further videos – with the working titles ‘The Players’ Point Of View’, ‘Supporters & Community’ and ‘To The Future’ – culminating with the release of the fifth and final film ahead of the 2019 RWC.
Others featuring in the film also include Ken Owens, Rhys Patchell, Cory Hill, Ellis Jenkins, Rob Evans, Hannah Jones and Jazz Joyce.
The launch films were supported by a major public relations push (coupled with behind the scene shoot imagery) and the campaign will evolve with additional social content (linked by the #FortheJersey hashtag) selected from the best player, community supporter and fan contributions gathered during the 18-month World Cup build up.
The content pieces also include more direct call-to-action revenue generating strands to boost tickets sales for the Autumn’s Under Armour Series.
“Over the years the style and fabric of the jersey has changed, players have come and gone, yet the sentiment and pride behind the jersey remains the same. The campaign will seek to tell the tales which are symbolically woven within every fibre and every stitch of the jersey,” said a WRU spokesperson.
“It tells the story of a nation, our jersey is unique, no matter where you are in the world as soon as you see the three feathers there is an instant connection and sense of pride and familiarity. Only a chosen few have the honour to wear our jersey on the field, but we can all feel it on our skin and in our hearts and every game provides a new chapter of our story, of battles won or legends born.”
“We also auditioned our supporters to be part of the cast with some included in later films and we consulted supports on what they thought were the best Welsh rugby moments – and it’s this footage which is included in the films.”
Comment:
Offering relevant and easily sharable digital content that emotionally connects with core supporters and has the potential to intrigue and connect with old and new audiences is the name of the game here.
This campaign sets out to provide a consistent visual identity and story that strengthens and amplifies the Welsh rugby brand across the world.”
Let’s hope it works, not least because, according to the WRU’s marketers, the campaign has been in the planning for more than a year.
The campaign launch came around the same time as the publication of the WRU’s annual report which showed a record £97m turnover.
If the promotion is a success and drives ticket sales through the 2018/19 season, next year’s report might show another record.
Links:
WRU
https://www.facebook.com/WelshRugbyUnion/
https://www.instagram.com/welshrugbyunion/
https://twitter.com/welshrugbyunion
http://www.youtube.com/wruofficial
