Ogilvy Wins Auckland Rugby World Cup 2011 Marketing Assignment
Ogilvy NZ has won a competitive pitch to handle Auckland’s marketing activity around the 2011 Rugby World Cup.
Ogilvy Executive Director Paul Manning said the major project, commissioned by Auckland Tourism, Events and Economic
Development (ATEED), an arm of Auckland Council, was a truly exciting piece of business which would give the agency the
opportunity to celebrate all that is best about Auckland and its people.
“Our response to the brief was to develop a position for Auckland as the thriving hub of RWC 2011 in New Zealand. We
want Aucklanders to be proud of their city and ensure visitors have an experience here that is second to none,” he said.
“Auckland is a place where people from all over the world can come and enjoy our fantastic lifestyle while participating
in one of the world’s largest sporting events,” he said.
“Ogilvy brings a very strong integrated offering to the table. This pitch required a 360 degree response – it called on
our depth of resources and skill from across the agency, in particular we combined a powerful strategy and creative
response with our well-known ability to deliver high quality work, fast. I believe this gave us the competitive edge
that a high profile account like this needs,” he said.
The scope of the Auckland marketing work to be undertaken by Ogilvy is still to be finalised with ATEED but is likely to
include the official RWC 2011 Auckland Visitors’ Guide, the look and feel of the Stadium Walk Up route (from Queen
Elizabeth Square to Eden Park), online marketing, theming and dressing of the region’s i-Sites (visitor information
centres), Maori tourism marketing material along with some city presentation ambient marketing activity.
ENDS