Qantas: The Great Crusade

Australian airline Qantas used this campaign to successfully build its association with the 2011 Rugby World Cup taking place in New Zealand, despite not being an official sponsor, and to increase interest in visiting that country.

Qantas: The Great Crusade

Wonder Sydney

Advertiser: QantasBrand: QantasCountry: Australia

Objectives

  1. 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].
  2. 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"...

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