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.
