Springbok rugby has been given a brand new image, following the appointment of a new coach and a new captain. The international rugby season is kicking off with a brand and marketing campaign that celebrates Our Honour, Our Heritage.
“It is important to South African rugby that we continue to grow the game of rugby in South Africa through education and experiences. Our new campaign aims to give spectators more opportunity to feel ‘part of the Springbok team’. This will ensure that the Springbok honour and heritage continues to be passed down from generation to generation, ” says SA Rugby marketing manager, Sarah Mundy.
The rationale behind the campaign is that the honour of playing for the Springboks resonates with South Africans across all eras. The Springbok team showcases to the world the unwavering spirit of the South African nation. When a player puts on the national jersey, he doesn’t only have the honour of playing for the team, he also has the honour of representing an entire nation.
Twenty two players on any test Saturday represent the ideals of 50 million South Africans. When they run on to the field, they defend our honour and through this they leave a legacy that builds on the proud heritage of being South African.
But it also encourages South Africa to stand behind the team through honouring ‘Bok Fridays’, just as the nation did in the run up to the Fifa Soccer World Cup in 2010. The day before Springbok tests, supporters are encouraged to show their support for the team by dressing in their official green and gold merchandise.
Supporters will also get opportunities to get closer to their Springbok heroes with initiatives like public open training sessions every Monday to watch the team preparing for the tests, and SA Rugby’s Mascot Programme that will see local school children getting the opportunity to spend the day with the team and lead them onto the field on test match days.
Mundy says the campaign will be brought to life through an exciting and inspiring new TV commercial, various print ads, radio competitions and PR initiatives.
Fans can also go to www.facebook.com/springboks or follow @bokrugby on Twitter for updates and information.