Earlier this year, Synergy helped MasterCard announce their worldwide partnership with Rugby World Cup 2015 . In order to emphasise the iconic nature of both the Rugby World Cup and London, Synergy developed a plan to launch the sponsorship with a striking image with one of the best rugby players in the world, Dan Carter.
As the world’s leading points scorer, Dan Carter needs little introduction. As someone who sits comfortably alongside legends of the game, he is a perfect fit with MasterCard who have signed him up as an ambassador from the launch through to the beginning of the tournament in 2015.
In his first outing as an ambassador, The All Blacks legend headed out into the middle of The Thames to practise his kicking towards London’s largest set of goalposts, Tower Bridge, in front of the world's media. Dan also conducted a series of interviews to deliver MasterCard’s key sponsorship messages. A press release, imagery and a behind-the-scenes video were delivered across MasterCard’s media in key global markets.
Ann Cairns (President of MasterCard’s International Markets) and Brett Gosper (Chief Executive of International Rugby Board) were also both in attendance on the day to speak to the assembled media about the Priceless nature of the Rugby World Cup, as well as the important role MasterCard’s sponsorship plays in creating a legacy of innovation around the tournament.
The day was a great success and, in total, the activity generated over 150 pieces of coverage across global markets, with highlights including CNN, Bloomberg and The Wall Street Journal. The image of Dan Carter and the accompanying interviews certainly seemed to strike a chord with rugby fans and proved to be a fantastic way of celebrating the new partnership.
Highlights of what was a very memorable day can be seen below:
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