NIELSEN Research showed A) 70% of people exposed to The Great Crusade were more interested in booking a trip to New Zealand (in the next 12 months) and B) Qantas were the most recognised sponsor of the Rugby World Cup despite not actually being one.Over 100 people got to live the experience of a lifetime touring around New Zealand experiencing the best it has to offer and attending all of the Wallabies matches and over 20m followed them and TGC across various content platforms.The Great Crusade content received an Emmy nomination in the Digital Fiction category.

The Great Crusade was a convoy of branded camper vans following the Qantas Wallabies all over New Zealand during the RWC. Experiencing the best of NZ as well as the Rugby.In all 25 Qantas Wallabies TGC branded camper vans. An online promotion was created to win a spot for you and a friend. Enter uploading a video proving you are a fanatical Wallaby supporter. 100 winners selected over 3 waves.A 22 part ‘mockumentary’ comedy series, produced and released over 35 days was developed starring Australian comic Phil Lloyd, as big shot squash and badminton sports reporter Toby Withers. His character - being incompetent and ignorant of Rugby - allowed us to use comedy to stay clear of “clean zones” such as stadiums.Over 20m views on TV, In-flight and on line. The campaign ran cross platform including TV, Print, Radio, outdoor, Retail, Digital, Social Media and Mobile.

New Zealand was the host of the 2011 Rugby World Cup (RWC). The Great Crusade (TGC) was Qantas’ leverage campaign for their major sponsorship asset, the Qantas Wallabies (Australian Rugby team). The Objective was to A) increase intention to visit the destination of New Zealand and B) be seen as a major sponsor of RWC. A big task when you consider as non-sponsors of RWC they had no rights and many restrictions.It was a time the eyes of the world were on NZ. Rugby lovers have adventurous spirits and NZ is the home of adventure.

The strategy was to develop an idea that enabled us to show our support of the Qantas Wallabies whilst simultaneously showcasing exciting NZ.“The Great Crusade” was a convoy of branded camper vans following the Qantas Wallabies all over New Zealand. Experiencing the best of NZ by day and Rugby and Parties by night.