Canterbury Activates England Partnership With Twickenham Fan Experience

Rugby brand Canterbury is promoting its new four-year partnership with the Rugby Football Union (RFU) with experiential activity at Twickenham before each of England’s 2012 QBE Internationals this autumn.

An interactive 3D photo booth enables supporters to join the England Rugby lineup and be photographed wearing the new England home shirt from Canterbury amongst a stellar line-up including Chris Ashton, Toby Flood, captain Chris Robshaw and head coach Stuart Lancaster.

The experience is inspired by Canterbury’s ‘England Is All’ campaign, featuring images by world-renowned photographer David Bailey which celebrate all who contribute to the development and success of the sport in England, from players to back room staff and most importantly the supporters.

Fans at Twickenham get the chance to star in their very own David Bailey photo. Each picture is captured in Bailey’s trademark black-and-white style and then logged to that group of fans through unique QR codes, which can be scanned to access and share the image showing them as part of the ‘England Is All’ line-up.

The experience kicked off on Saturday (10th November) prior to England’s match with Fiji. Fans can also get involved at Twickenham when England play Australia (17th November), South Africa (24th November) and New Zealand (1st December).

Brand experience agency Flourish were appointed to deliver the activity following a three-way pitch. Flourish Creative Director Guy Tremlett commented: “We’re delighted that Canterbury has chosen us to help bring their England partnership to life. It’s a real privilege to be working at the home of rugby with such an innovative brand.”

Chris Stephenson, CEO of Canterbury, said: “Canterbury’s ‘England Is All’ campaign celebrates the contribution of everybody involved in English rugby, from community representatives, RFU staff and officials, to elite players and coaches, but most importantly the people who spend their earnings following the team – the fans.

“By offering fans the opportunity to be photographed in our booth at Twickenham, we are delighted to enable as many people as possible to join the ‘England Is All’ line-up, helping us to reflect the sense of togetherness and pride that ‘England Is All’ represents.”