Leveraging its Australian Rugby Union partnership around the Rugby World Cup, long-time sponsor Qantas has created a set of online Late Night Match Guides to give Wallabies fans tips on how to prepare for matches and handle the Australia/UK time difference.
The name partner off the Qantas Wallabies has shot a set of practical (and comic) guides on YouTube that offer fans match preparation advice to hell them handle the UK/Australia time difference and ensure they ‘don’t miss a minute of rugby’.
The set consists of the three core utility-focused films:
‘Before The Match’,
‘During The Match’,
and ‘After the Match’.
All spots drive fans to find out more about the practical initiative, the tournament, the partnership and the airline at www.qantas.com.au/wallabies.
Another aspect of the campaign is a piece of sponsor-relevant media in the form of a downloadable onboard ‘safety leaflet’ style ‘Late Night Guide’ pdf guide.
The campaign is also being amplified across its own social channels,
Ready to cheer on the #Qantas @Wallabies this weekend? Watch our Late Night Match guide and don't miss the action!
https://t.co/oM8UTJoTVr
— Qantas (@Qantas) September 28, 2015
alongside vanilla match-related social content.
It's time for kick off!! #GoWallabies
— Qantas (@Qantas) September 27, 2015
We're ready to put our game face on for the first #Qantas @Wallabies match. Good luck #MenInGold! #GoWallabies pic.twitter.com/Oaq7NId2FT
— Qantas (@Qantas) September 23, 2015
Other aspects of the airline’s tournament activation include the Qantas Wallabies livery on one of an A380s,
plus a ‘Wallabies Video Gallery’ (offering a ‘close up view on how Qantas supports the Australian Wallabies’) that includes a player-fronted online video series called ‘The Serious Side Of Travel‘.
Comment
There is a sense of expertise and believability about this activation approach.
After all, what better brand to give tips on dealing with time difference challenges than an airline?
But they aren’t the only Wallabies sponsor to adopt this tactic for England 2015.
Samsung has taken a similar approach with its ‘We Rise Together’ inititiative – which uses its smartphone functionality and a customised downloadable app to help fans Australian rugby fans get up in the middle of the night to watch the team (See case study).
At the team’s departure lunch prior to heading off for the England 2015 tournament, Qantas announced that it had extended its 25-year Wallabies partnership – continuing its naming rights partner role for a further four years (up to 2019).
‘The name Qantas Wallabies is a merger of two truly iconic Australian brands and reflects a relationship that we are both proud of and privileged to be part of, and long may it continue,’ said Australian Rugby Union CEO Bill Pulver at the event.
‘Our 25-year partnership with Qantas is one of the longest-running and most successful partnerships in Australian sport and we are incredibly privileged to be able to continue our association for at least a further four years.’
‘We look forward to supporting the team and flying them to their competitions around Australia and overseas,’ added Qantas Group CEO Alan Joyce
Under the fresh agreement Qantas remains the ARU’s official airline, plus the official airline of the Qantas Australian Men’s and Women’s 7s teams, the official partner of the ARU Indigenous Program and from 2016 it will an official partner of the Sydney Sevens tournament.
Qantas has been the Australian Rugby Union’s official airline since 1990 and became the official naming rights partner of the Qantas Wallabies in 2004.
This is the pinnacle of the airline’s rugby sponsorship portfolio that also includes being the official airline of the Gold Coast Rugby Sevens and of the Qantas Men’s and Women’s Sevens teams
Links
Qantas Wallabies Website:
Qantas Wallabies ‘Late Night Match Guides’
http://www.qantas.com.au/infodetail/about/sponsorships/QantasWallabies_LateNightGuide.pdf
Qantas Wallabies YouTube:
https://www.youtube.com/user/Qantas
Qantas Website:
Qantas Twitter:
Qantas Facebook:
https://www.facebook.com/Qantas?_rdr=p
Qantas Google+:
https://plus.google.com/+Qantas
Qantas Instagram:
Australia Rugby Union Website:
Australia Rugby Union YouTube:
https://www.youtube.com/user/MyRugbyTV
Australia Rugby Union Twitter:
Australia Rugby Union Instagram:
https://instagram.com/wallabies/
Australia Rugby Union Facebook:
