The Great Crusade was a campaign that depended entirely on creativity being that Qantas were being blocked by and hugely outspent by massive multinational sponsors of the Rugby World Cup. The stakes were high as Qantas could not afford to let their arch-rival on the trans-Tasman route (Australia – New Zealand) Emirates gain momentum nor be seen by Australians as wavering in their continued support of their beloved Wallabies (they were naming rights sponsors scrubbed during the "clean RWC). It was also a unique opportunity to generate forward bookings to NZ capitalising on attention on the destination and generating sales.

We do not believe a project of this scope has ever before been executed in Australasia. It succeeded in promoting Qantas as the best-known sponsor of the RWC although a non-sponsor. It was the most talked about campaign of 2011 in the region. And it exceeded the key objective of promoting New Zealand with 70% of those exposed to Qantas activity agreeing that it increased their interest in visiting the country and generated a significant sales spike in forward bookings.

In the campaign a convoy of twenty five campers on board 128 supporters were chosen to travel 53,850 camper kms across both islands of New Zealand participating in fort-five different activities across thirty-nine days. They went to tenRugby World Cup matches, enjoyed sixteen gigs by our resident and guest bands, two interisland car ferry crossings and made three bungy jumps, including one off the Auckland bridge. Living up to their reputation as true “Aussies they partied hard and drove large campervans across perilous mountain passes and undertook activities such as skydiving and white water rafting. All 128 returned home alive, if not well.

Over the thirty-five days we lodged twenty-two comedy episodes, and put together two thirty-minute specials staring Toby Withers, an expert non-tennis racquet sports journalist, sent to cover the Ruby World Cup.

This was a strong idea brilliantly executed, with a sharp eye for logistical detail and the improvisational contribution of 128 committed Wallabies supporters - and one fictitious ace reporter. The campaign also broke new ground with the twenty-two part comedy series to date being viewed by more that twenty million as well as to our knowledge being the first branded content series nominated for an International Emmy Award.