Rugby World Cup (RWC) sponsorship activity is already rampant and as some visitors get set to make the most of the tournament by heading along to the games or watching them at Party Central, they’re being given a taster of what they’re in for, quite literally by way of taste. RWC sponsor Brancott Estate, in conjunction with EYE and creative agency Pim, has created a virtual vineyard at Auckland International Airport that stretches across both arrivals halls and extends onto travelators, walls, floors and ceilings.
Beyond the branding and turf, the experience also incorporates printing, lighting and audio techniques such as lenticular panelling, wraps and crowd cheering audio on motion sensors, to help new arrivals feel like they are already at the stadium.
Quentin Job, international marketing director for Brancott Estate, is pretty confident nothing like this has been seen before in a New Zealand airport. So confident, in fact, he says visitors might well feel like “they’ve arrived at Brancott Vineyard”.
“RWC 2011 fans from our key markets are invited to stay curious on their journey through engaging and consistent messaging from Brancott Estate,” he says.
The mock vineyard will stay up until the end of October.