Qantas to Kick Off Rugby World Cup 2003 Campaign

Sydney, 25 July 2003

Qantas will launch its Rugby World Cup 2003 advertising campaign during the Bledisloe Cup match between Australia and New Zealand in Sydney tomorrow.

Group General Manager Marketing Martin McKinnon said the campaign was designed to build on Qantas' role as Official Airline of both the tournament and Australian rugby.

For the first time tomorrow, people at the Bledisloe Cup match and fans watching the Seven Network's broadcast will see a 60 second television commercial based on the theme that the stars of world rugby will soon be calling Australia home.

Over a rousing male choir, key players from nine nations around the globe - team captains and rising stars of the game, including Australia's George Gregan, England's Martin Johnson and New Zealand's Tana Umaga - appear in front of landmarks and landscapes unique to their homelands.

Thirty and 15 second versions of the ad have also been produced, with the ongoing television campaign to be accompanied by a magazine-based print campaign, billboards and posters on Qantas' aerobridges.

"Qantas is proud to be one of the biggest supporters of Australian sport, and our commitment to Rugby World Cup is our biggest sponsorship arrangement ever," Mr McKinnon said.

"Along with our partner airline British Airways, we will be flying teams and officials into Australia in coming months and then carrying them and tens of thousands of rugby fans to matches in ten cities across the country."

Mr McKinnon said the launch of the television ads was only the beginning of what will be a broad ranging marketing campaign which will run right up to the final in Sydney on 22 November.

"We are committed to a multi-faceted marketing and loyalty campaign in keeping with the level of our support - one which engages the country, gets as many of our customers and staff involved in the excitement as possible and firmly establishes Qantas as a key Rugby World Cup 2003 partner," he said.

Initiatives to be launched in the lead up to and during the tournament include Qantas Frequent Flyer and boarding pass promotions, the theming of domestic airports and Qantas Club lounges and a Rugby World Cup mini-site available via a link from

A Qantas Frequent Flyer Program promotion commences next week, giving members the chance to win tickets to Rugby World Cup 2003 matches.

Issued by Qantas Corporate Communication (2936)