The Brief

New Zealand was the host of the 2011 Rugby World Cup (RWC). The Great Crusade (TGC) was Qantas’ leverage campaign for their major sponsorship asset, the Qantas Wallabies (Australian Rugby team). The Objective was to A) increase intention to visit the destination of New Zealand and B) be seen as a major sponsor of the tournament. A big task when you consider as non-sponsors they had no rights and were subject to many restrictions. The strategy was to develop an idea that enabled us to show our support of the Qantas Wallabies whilst simultaneously showcasing exciting NZ.

Describe how the promotion developed from concept to implementation

The Great Crusade was a convoy of branded camper vans following the Qantas Wallabies all over New Zealand during the RWC. Experiencing the best of NZ by day and Rugby and parties by night. We hired 25 large camper vans branded them Qantas Wallabies - TGC. An online promotion was created to win a camper for you and a friend. Enter uploading a video proving you are a fanatical Wallaby supporter. 100 winners selected over 3 waves. A 21 episode mockumenatry series created, produced and released over 35 days. Multi platform - Digital, TV, Mobile and In-flight TV for people to follow TGC.

Describe the success of the promotion with both client and consumer including some quantifiable results

NIELSEN Research showed A) 70% of people exposed to The Great Crusade were more interested in booking a trip to New Zealand and B) Qantas were the most recognised sponsor of the Rugby World Cup despite not being one. Forward bookings to NZ saw a lift during the RWC. Whilst the competition generated its own coverage of NZ our thirty-day voyage around less known parts of both islands contributed significantly to this uplift. The Great Crusade content received an Emmy nomination in the Digital Fiction category that will be awarded later in the year. 12.7 million views online alone.

Explain why the method of promotion was most relevant to the product or service

As Qantas carry one-third of all inbound passengers, promoting the destination of NZ benefits Qantas more than anyone. TGC was an idea that allowed us to travel all over NZ experiencing the best NZ has to offer and showcase it daily during the RWC via PR and content delivery. Like Qantas TGC has travel and moving people at its core. As the national carrier and sponsor of the Qantas Wallabies this innovative idea drew attention via PR and content to the airline where we instantly presented retail offers online and via ATL media. Also reaffirms the link between national carrier and team.