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Rugby kit firm Canterbury launches Rugby World Cup roadshow

Wednesday August 26, 2015 at 9:05am
New Zealand-based rugby kit maker Canterbury, official sportswear supplier for the 2015 Rugby World Cup, is running an experiential roadshow as part of its new #CommittedToTheGame global campaign. The aim is to get Rugby fans excited in advance of The Rugby World Cup and create brand buzz during the tournament across the UK and Ireland, and over the course of its three month journey through the UK and Ireland fans will be invited to step into the footsteps of their rugby idols via a host of interactive experiences and storytelling. The roadshow was put together for Canterbury by brand experience agency SET Live (which recently rebranded from Flourish) with staffing provided by Kru Live. Brand ambassadors will engage with members of the public to discover just how #CommittedToTheGame they are by challenging them to take part in diving tries and speed tests. Fans will have the chance to win a special one-to-one training session with Canterbury ambassador and England star Sam Burgess as part of the Canterbury speed test, which aims to find the quickest rugby fan England and Ireland have to offer. Some fans may also be lucky enough to meet their local rugby heroes as they turn out alongside supporters to take part in the brand roadshow, demonstrating their own commitment to the game to the ordinary people who passionately follow the sport week in, week out. The roadshow will be making 14 stops across England and Ireland, kicking off in Exeter at the beginning of August, then travelling to Bath, Leicester, Belfast, Galway, Cork, Dublin, Twickenham, Cardiff, Newham, Manchester before finishing in Trafalgar Square on October 31st. In addition to the skill tests, two different changing room areas have been created to take fans on a journey from the grassroots level of the sport through to the experiences of the professional player, with inspirational touches such as Canterbury Ambassador Will Greenwood’s genuine England under 21 match shirt on display for supporters to see. Canterbury launched its #Committed to the Game global campaign at the start of July, unveiling a new piece of brand video content to articulate the new positioning, which will now be brought to life across all global product and brand campaigns. The strategy is to clearly convey the message that Canterbury is committed to producing ground-breaking sports apparel, from the grassroots player right through to the elite performer. Kru Live is an independent specialist promotional staffing agency working with brands and agencies worldwide, as well as providing staffing solutions for the music and entertainment industries. Clients include MasterCard, HSBC, NFL, Prudential Ride London, PlayStation, Google and Nivea, and its Kru Talent entertainment division will be working on Taylor Swift’s upcoming worldwide tour. SET Live is a brand experience agency with clients including Google, Castrol, Bentley Motors, the NBA, Arsenal FC, Canterbury and Appleton Estate Rum. It rebranded in June 2015 from Flourish after its parent company was bought by WPP.
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