MEDIA RELEASE
Executive Channel
3 June 2008
New Australian Rugby Union Campaign Gets a Lift
An innovative lift door media strategy has been used for the first time as part
of a national advertising campaign.
The unique lift creative featuring Wallabies and France coming head to head
in a scrum as the doors close, is part of an ARU branding campaign
incorporating a new TVC and out-of-home media.
Executive Channel together with Ikon Communications and Singleton, Ogilvy
& Mather designed and implemented the lift campaign as a way to target a
business professional audience.
“Our task for the upcoming Bundaberg Rum Rugby Series campaign was to
develop a communications strategy that secures the commitment of
passionate fans, fosters their love of the game and instigates advocacy. We
know that passionate fans are looking for opportunities to talk positively about
the game they love. Knowing this we identified the need for a much stronger
branding campaign compared to previous years, that re-captures the hearts
and minds of passionate fans. We delivered this in a number of ways,
including out-of-home in Sydney,” said Elliot Dale, communications manager
Ikon Communications.
“Executive Channel has enabled us to target this professional audience and
bring the Rugby Brand to life using a new and innovative format in the elevator
doors,” said Mr Dale.
Located in eight CBD offices towers in Brisbane and Sydney, the ARU lift door
panels are supported by an Executive Vision digital screen network campaign
in the lift foyers.
According to Charles Parry-Okeden at Executive Channel office media
globally is a rapidly growing media channel which offers a targeted, captive
and cost effective advertising environment.
“Consumers today are used to being entertained and advertisers need to
match this with impactful and innovative ways to ensure clients achieve brand
recognition,” said Parry-Okeden.
For further information or images:
Charles Parry-Okeden
Executive Channel
0414 50 60 30
MEDIA RELEASE
Confidential.
Page 2
About Executive Channel:
Executive Channel is a national media company focused on delivering effective
communication solutions for brands targeting business executives. Executive Channel
products include Executive Vision (digital screen network), Executive Touch (sampling
and displays), Executive Lites (backlit car park advertising panels) and lift door
panels.
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