Auckland 2011 – World’s Here to Play
Auckland Council in New Zealand is using the 2011 Rugby World Cup to showcase Auckland’s unique identity and innovative style, delivering enduring benefits for all Aucklanders and confirming the emergence of the region as a capable international events destination. The World’s Here to Play campaign, aimed at Auckland businesses and citizens, is being promoted through a dedicated website, auckland2011.com (domain registered by Auckland Tourism in 2005), a Facebook page, a Youtube channel, and a Twitter feed, @Auckland2011, along with a range of interactive and ambient events.
Auckland Council used a huge painted box to let Aucklanders know the Rugby World Cup 2011 would be going off with a bang on the night of September 9, in the biggest pyrotechnic display the city had ever seen.
Twelve months before the launch of the Rugby World Cup Auckland Council built momentum for preparation with a stunt involving the city’s Sky Tower. Click on the image below to play the video.
A special Auckland 2011 team took to Eden Park to break the world record for number of consecutive rugby ball passes. All part of marking One Year To Go until Rugby World Cup 2011. Click on the image below to play the Rugby pass World Record video.
Auckland’s official countdown clock for Rugby World Cup 2011 was unveiled in Queen Elizabeth Square, in an evening ceremony that showcased the stunning illuminated structure. The designers’ take: think standard digital alarm clock, deconstructed, on a totally unfamiliar scale, in unexpected surroundings. The crowd gathered opposite Britomart station for the unveiling on 9 September wasted no time afterwards exploring the clock structures and being photographed with them. Click on the image below to play the video.
World’s Here to Play Credits
The World’s Here to Play promotion in 2011 was developed at Ogilvy New Zealand by executive creative director Damon O’Leary, senior copywriter Ben Pegler, creative group head/ art director Darran Wong Kam, account director Vicky Virtue, designer Peter Radich, account manager Billie Richards.
Key organisations behind the Rugby World Cup campaign in Auckland are Auckland Council, Auckland Transport, Auckland Tourism, Events and Economic Development, Auckland Waterfront Development Agency, Regional Facilities Auckland, the major stadiums, particularly match venues Eden Park and North Harbour Stadium, and training venues, the three Auckland-based Rugby unions – Auckland, North Harbour and Counties Manukau, Auckland International Airport and New Zealand Police.