Qantas: The Great Crusade
Wonder Sydney
Advertiser: QantasBrand: QantasCountry: Australia
Objectives
- To leverage the Qantas Wallabies (Australian national Rugby team) sponsorship and to build Qantas association with the Rugby World Cup itself – despite not being an official sponsor. [Specifically, to be named as one of the top four sponsors without actually being one - with twelve major international brands spending big bucks to maximise their official sponsorship impact].
- To promote the Qantas trans-Tasman service within Australia and increase propensity to visit NZ as a desirable destination. Specifically, to increase those claiming it "extremely likely"...