The 12 week multi-platform campaign will run across ESI Media’s three titles - the Evening Standard, The Independent and i.
With the aim of getting the country behind the England Rugby team when the World Cup starts next month, the campaign includes a couple of media firsts for the newspapers - the placing of a giant's shadow behind all Rugby World Cup coverage (which will grow in size as the tournament progresses as part of O2's campaign to make the team feel like giants), as well as an O2 logo on the front pages of all three papers and messages of support on the mastheads throughout the tournament.
Additionally, the launch of the partnership sees the rugby channels of both standard.co.uk and independent.co.uk rebrand as 'Wear the Rose' channels, 'Wear the Rose' branding on all Evening Standard distribution vans and in paper promotions such as a giveaway of 50 England rugby shirts and 30,000 exclusive England rugby posters.
Steve Cording, sponsorship manager at ESI Media, said: "From vendors and vans to our market-leading print and digital platforms, we have brought together our unique combination of touch-points, scale and sporting authority to create a bespoke partnership for O2. Our campaign will inspire the nation to get behind England ahead and throughout this year's most exciting sporting tournament."
Simon Valcarcel, creative and media lead at O2, added: "The ESI titles offer a great platform for fans to engage with our 'Wear the Rose' campaign during the biggest tournament in English rugby history. The combination of wide reach and innovative media firsts will ensure that 'Wear the Rose' will truly be bought to life in both print and digital."
by Jessie Sampson