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Community Spirit Inspires Canterbury’s Biggest Ever Rugby Campaign


As official tournament supplier to this year’s Rugby World Cup, Canterbury has launched its biggest ever global brand campaign, bringing to life the inclusivity and togetherness of the rugby community in the build-up to the big event held in Japan.

The ‘BE PART OF IT’ campaign, created by Pentland Brands’ in-house creative agency, features brand ambassadors Robbie Henshaw (Ireland) and Justin Tipuric (Wales), as well as players from Canterbury-sponsored teams in the latest kits for England, Ireland, Japan, Georgia, Canada, and the USA. A wide array of rugby lovers stand shoulder to shoulder with players and officials, emphasising that in this sport, everyone can play their part.

The media campaign, which was planned by Mediacom Manchester, will include digital OOH advertising with localised messages for each city that respond to the games being played. Alongside six-sheet posters and national print titles, exclusive content will feature in Canterbury partner retail accounts across the UK, supported by an extensive social media campaign across the brand’s Instagram, Twitter and Facebook platforms. Digital activations can be found on the Rugby World Cup Hub, featuring online rugby themed games and competitions to win Canterbury products.

The campaign also includes the community initiative #bepartofgood which will see Canterbury give £10,000 worth of kit to disadvantages schools across the UK.

Stu Ross-Sheeran, Associate Creative Director at Pentland Brands Creative Agency, said: “It’s an exciting time for both Canterbury and rugby. It’s the first time we’ve brought together all of the Canterbury-sponsored international teams together alongside fans and officials into one inclusive campaign, which has been an ambitious challenge but a very rewarding process. We’re looking forward to seeing it connect with rugby fans of all nationalities across multiple channels during the RWC.”

Ashley Cooper, Head of Brand Management (Teamsports) at Pentland Brands adds: “This campaign demonstrates the aligned creative we get from our internal creative agency, from the Brand Strategy and Positioning, through to the activations across Digital, OOH, Social and Print. With PCA and the Brand Team, it’s a true partnership with common objectives and deep understanding built over time, which has been integral in building ‘BE PART OF IT’ together.”

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