ITV Teams With British Airways For Rugby World Cup

Granada Enterprises has secured British Airways to sponsor a specially designed online rugby game to highlight the group’s sponsorship of this month’s Rugby World Cup tournament.

The game, which will be available on itv.com/rugbyworldcup and ba.com from later this month, will allow consumers to pick their favourite rugby player to attempt to score a conversion.

The competition will offer players who gain the most points a variety of prizes including digital cameras and British Airways flight vouchers. Scores can be increased if the game is sent on by email to help promote the campaign virally.

The campaign reflects the increasing role of online branding in the marketing mix and is the first time that British Airways has included a viral game as part of its digital marketing strategy.

Commenting on the campaign, Jayne O’Brien, head of UK & I marketing, which designed the game, said: “We wanted to tell as many people as possible about British Airways’ involvement in Rugby World Cup 2003 and this online game seemed the perfect way to do that. We’re hoping that players will be so enamoured by it that they will send it on to friends, family and colleagues and spread the word.”

Granada Enterprises recently secured Gala Bingo to sponsor ITV’s new entertainment quiz show, I’m The Answer, in a six figure sponsorship package (see Granada Secures Gala Bingo To Sponsor New ITV Quiz).

Granada: 020 7396 6000 www.granadaenterprises.com

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