Emirates brings Rugby World Cup 2015 campaign full circle with a 360° Fan Experience

Emirates, Official Worldwide Partner of Rugby World Cup 2015, kicked off its campaign by recruiting over 100 Flag Bearers who lead out the international teams before every match. The Flag Bearers, aged 14-16 years old, won the once-in-a-lifetime experience by finding the Emirates flags located in the 11 host cities, using clues posted on Emirates Instagram.

With the world now descending on the home of rugby for the Tournament, the campaign is giving fans the chance to have their Flag Bearer moment by visiting the Emirates 360° Experience in the Richmond Fanzone. Innovative camera technology captures fans from every angle flying their nation’s flag. The GIF can instantly be shared on social media and fans who tag @Emirates and use #BringingRugbyHome could win a 5* trip to Dubai.

Rugby fans travelling to, or watching at home, all 48 Rugby World Cup 2015 matches can join the 650+ entries already received and also enter the #BringingRugbyHome competition by sharing their patriotic pictures on social media using the hashtag.

‘Bringing Rugby Home’ is the brand’s integrated Rugby World Cup 2015 ATL campaign running across TV, print and digital. First aired on the opening day of the Tournament, the 90 second TV spot showcases Emirates world-class service by bringing the retired ‘Gilbert’ rugby ball from Rugby World Cup 2011, in New Zealand, to the home nation.

Emirates have ensured travelling fans don’t miss any of the action by showing all of the matches in 14 of their global airport lounges as well as on 70 aircrafts that have Live TV availability.

“Bringing Rugby Home embodies Emirates role as a global connector of people, places and their passions,” said Boutros Boutros, Emirates’ Divisional Senior Vice President, Corporate Communications, Marketing & Brand. “Our Emirates Flag Bearer programme is giving the rugby stars of tomorrow an unforgettable experience and connection to the sport. The activation throughout the Tournament is encouraging passionate rugby fans from around the world to fly their nation’s flag and come together in a global celebration of rugby.”

 “It was essential for us to create a campaign that put the Flag Bearers right at the heart of the idea,” said Lisa Parfitt, Director of Experiential at Synergy, “For tournament time we have extended this out to rugby fans from around the world, celebrating the global interest in the tournament and Emirates. The Emirates 360° Experience uses the latest camera and digital technology reflecting how Emirates uses the most advanced developments across all its products and services.”

The Emirates Flag Bearer competition, 360° Experience and #BringingRugbyHome strands of activation all build on the brand’s rich rugby heritage and extensive portfolio of top-class rugby sponsorships. It first sponsored Rugby World Cup 2007 in France as a Tournament Sponsor, then became a Worldwide Partner for Rugby World Cup 2011 in New Zealand, and became the first Worldwide Partner to sign an agreement for both Rugby World Cup 2015 and 2019, which will be held in Japan.