Early May saw Arsenal FC unveil a three-year media partnership with the National Geographic to activate the club’s sleeve sponsorship tie up with Rwanda Tourism.
The tie-up sees the London based football club work with the global natural world media giant to create storytelling content highlighting tourism opportunities of Arsenal’s official partner – Visit Rwanda.
The partnership, which will run until 2021, will combine National Geographic’s natural world expertise and storytelling capabilities with Arsenal’s star power and global reach.
One creative thread saw photographer Charlie Hamilton James and travel writer Heather Greenwood Davies visited Rwanda to create stories and capture pictures for the campaign.
Another initiative saw Arsenal legends Lauren and Alex Scott travel to Rwanda to visit Kwita Izina – the annual gorilla naming ceremony.
.@Arsenal legend Ms. Alexandra Virina Scott has named a baby Gorilla IZAHABU (from Isimbi family) which means “gold” or “a precious thing”. This was during #KwitaIzina2018 ceremony in Kinigi, Musanze District. #VisitRwanda pic.twitter.com/bhtCoaJLCC
— Kwita Izina (@Kwitaizina) September 7, 2018
The resulting Rwanda stories will be broadcast across the publisher’s digital and social travel platforms.
“We are extremely excited to work with National Geographic Partners to showcase the unique opportunities that Rwanda has to offer,” said Arsenal commercial director Pete Silverstone.
“For over 130 years, National Geographic has been inspiring millions of people all over the world through groundbreaking storytelling from the best and brightest scientists, explorers and photographers. This new partnership will provide the perfect platform to share Rwanda’s story, and the incredible experiences the country offers.”
Chief tourism officer of the Rwanda Development Board, Belise Kariza, added: “Rwanda is one of the most beautiful countries in the world and we are excited about sharing our story and rich natural heritage with the global National Geographic community.
“The Visit Rwanda partnership with Arsenal Football Club and the creation of this new platform will inspire more travellers and adventurers to look to Rwanda as their top travel destination. We look forward to welcoming them.”
Comment:
Visit Rwanda was unveiled as Arsenal’s first official sleeve partner in 2018 as part of the country’s wider strategy of becoming a leading global tourist destination.
An initiative activated in May through a Canopy Walkway participatory installation at Arsenal’s Emirates Stadium in London.
Watch @Aubameyang7, @alexiwobi, @PetrCech join Rwanda's #Intore to launch the @Arsenal – @visitrwanda_now partnership.
Where are you watching the game today?
#visitrwanda #KickOff250
@RwandaGov @RDBrwanda @Rwandalicious @Arsenal @PremierLeague @RwandaInUK @UKInRwanda pic.twitter.com/mYwwnbszfp— Visit Rwanda (@visitrwanda_now) August 12, 2018
Fans are having a great time at the #VisitRwanda Canopy Walkway experience in London at today's #ARSBHA match! Thanks for coming with us to @NyungwePark! pic.twitter.com/JNurxt6odw
— Visit Rwanda (@visitrwanda_now) May 5, 2019
#VisitRwanda and central Africa's largest protected mountain rainforest – @NyungwePark! pic.twitter.com/Kq8uHNDdNG
— Visit Rwanda (@visitrwanda_now) May 5, 2019
At the Emirates Stadium today, @visitrwanda_now is giving @Arsenal fans an unforgettable experience of the 160m long and 70m high @NyungwePark Canopy Walkway – one of the most exciting travel adventures in #Rwanda. #ARSBHA pic.twitter.com/1t8ERfkm6r
— Visit Rwanda (@visitrwanda_now) May 5, 2019
Fans at today’s #ARSBHA game are taking part in an immersive 3D art experience of the @NyungwePark Canopy Walkway to give them a sense of what it's like to be there. The walkway provides an exhilarating perspective of the ancient treetops and wildlife in #Rwanda. #VisitRwanda pic.twitter.com/OKqiCc60jR
— Visit Rwanda (@visitrwanda_now) May 5, 2019
At today’s @Arsenal vs. Brighton match, we're giving guests and fans the opportunity to savour @RwandaTea, one of the world’s finest, and learn more about the country’s incredible tourism offering. #VisitRwanda #ARSBHA pic.twitter.com/kOgALzZP1s
— Visit Rwanda (@visitrwanda_now) May 5, 2019
The Arsenal/Rwanda deal divided opinion when it was announced last year – especially around the controversial reported £30m sponsorship feel paid by Rwanda Tourism to appear on the team’s sleeves.
This sleeve deal saw people question the intentions of Rwanda’s President Paul Kagame, a well known Arsenal supporter, in spending such sums on a wealthy Premier League club when his own nation is one of the world’s poorer country’s in the world.
Links:
Arsenal FC
https://www.facebook.com/Arsenal
https://www.instagram.com/arsenal/
https://www.youtube.com/arsenal
https://plus.google.com/+arsenal/
http://cn.arsenal.com/newsdetail.php?id=32
http://www.arsenal.com/news/news-archive/20151106/arsenal-on-snapchat
National Geographic
https://www.nationalgeographic.com/
https://www.instagram.com/natgeo/
https://www.facebook.com/natgeo
Rwanda Tourism
https://www.instagram.com/visitrwanda_now/
https://twitter.com/visitrwanda_now
Leave a comment
You must be logged in to post a comment.