All Blacks RWC 2011

Integrated Marketing Campaign

Objective

Launch the All Black Jersey in partnership with adidas and drive global sales over the 2011 Rugby World Cup.

Action

  • Developed an integrated 3-phase ATL/BTL global marketing campaign and media plan.
  • Organised the campaign execution across five key markets.
  • Final approval on all content across all channels including digital, print, PR and Event Marketing.
  • During a pricing crisis, I managed the redevelopment of key sections of the campaign.

Results

Record jersey sales of over 17 million EUR.

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Get in touch:

hello@brownft.com

Get in touch:

hello@brownft.com

© 2019 Fraser Brown

© 2019 Fraser Brown