While a few months have past since the 2015 Rugby World Cup, All Blacks Tours is making sure our national team stays front of mind with a new campaign called ‘Be there’, with the aim of drumming up excitement for the team’s 2016 tour. A new TVC has been released featuring fans revelling in nostalgia, recalling their favourite memories from their experiences at the World Cup before being interrupted by some very tall men wearing black.
The goal of the video was for fans to share their inspirational experiences of what it was like being on tour and watching their heroes, according to a release.
It has different fans recalling their memories of their World Cup experience, right before walking memories in the form of a handful of All Blacks walk over to them.
"The premise behind the new brand direction is to build more aspirational and emotionally powerful messages around what it means to be there for special rugby or travel moments and how this correlates into the ultimate fan experience for our customers,” says All Blacks Tours marketing manager Matt Poland.
"The memories and experiences of being on tour following their team stays with our customers forever but the experience goes beyond just the rugby,” he says.
“Our new brand aims to explore not only what it means to be there amongst thousands of fans to witness an historical rugby moment or being there to experience the festival atmosphere of a stadium like Stade de France but also what it means to be there to see the sunset over Iguazu Falls when following the team in Argentina or witness the Big 5 on safari in South Africa."
He says the agency behind the campaign, The Gravity Bureau, were outstanding.
“They nailed our objectives and have ultimately produced a fresh, clean new brand image that we can build on over the long-term,” he says.
“We have also focused on placing our fans as the brand hero and providing video and social media platforms to help them share their on-tour experiences and talk about what it means to be an All Blacks fan.”
All Blacks Tours’ previous spot from last year via Augusto, depicted 2011 World Cup-winning couch Sir Graham Henry giving a team talk in a plane. But rather than having the aircraft filled with representatives from various rugby playing nations, the ad only features former player Stephen Donald sitting in one of the seats.
After giving the celebrated coach an ironic applause for his rapturous speech, Donald says: "That was brilliant, Ted. Now we just need a team."
And All Blacks tours assembled this team by having Henry and Donald accompany two groups of fans on a tour of England during the upcoming tournament.