All Blacks share their ‘secret to success’ in campaign to promote Auckland for Lions Tour

All Blacks share their ‘secret to success’ in campaign to promote Auckland for Lions Tour

With less than 90 days to go until the first All Blacks game in Auckland against the British & Irish Lions, three All Blacks play a starring role in a new ATEED campaign that showcases what visiting fans can do around Auckland while they’re here.

Auckland Tourism, Events & Economic Development (ATEED) worked with a digital and content agency to develop the new online campaign using the star talents of All Blacks’ props Charlie Faumuina and Ofa Tu’ungafasi, and loose forward Elliot Dixon.

A media release from ATEED says the campaign concept is centred on Auckland being the All Blacks’ ‘secret training ground’. The trio spent a few days filming around Auckland, showing how the region plays a role in their success in a tongue-in-cheek way.

The British & Irish Lions are returning to New Zealand for the first time in 12 years, bringing the best rugby players from England, Ireland, Scotland and Wales. Auckland is hosting three matches at Eden Park – two test matches taking on the All Blacks, 24 June and 8 July, plus a special game against the Auckland Blues on 7 June.

Launching today, the one minute video will be shared online through All, All Blacks Tours, Lions Rugby Tours, and ATEED’s own social channels, reaching a combined audience of 4.5 million. There are also additional media buys to boost the reach further via Facebook, specifically targeting United Kingdom travellers, in the 45+ market, with an interest in rugby.

ATEED GM visitor and external relations Steve Armitage says with Auckland expecting around 20,000 visiting British & Irish Lions fans in June and July the campaign sets out to highlight the extensive range of experiences Auckland offers outside of game times.

“Auckland is looking forward to welcoming the many British & Irish Lions fans that have booked to come here, and we want to make sure they know how to make the most of their time in Auckland,” he says.

“The campaign shows off Auckland’s stunning landscapes, exciting activities like bungy jumping and ziplining, diverse dining options, and the melting pot of cultural activity happening within Auckland.

“By showing how much the region offers and how accessible it is we hope they end up staying longer and spending more while they are here.”

The campaign will run from now until July.  View the clip here:

Posted: Friday 31 March 2017