Canterbury has revealed its ‘England is All’ campaign which has come as part of a four-year partnership between Canterbury and the Rugby Football Union
The campaign, developed by Pentland Group Marketing, has featured a series of portraits by English photographer David Bailey and has aimed to support the launch of the new England Rugby kit as well as celebrate the contribution of fans, community rugby representatives, RFU staff and officials, together with Elite players and coaches from England’s Men’s, Women’s and Sevens teams.
The campaign has been run in print, media and online, together with a wide range of in-store activation, including window displays and poster sites in national sports retailers. At Twickenham, the home of English Rugby, a large outdoor display has marked the launch of the campaign, while a newly refitted store at the stadium has reinforced the message.
The campaign has also been taken onto social media, encouraging fans to use hashtag ‘#englandisall’ when discussing the new kit.
Chris Stephenson, chief executive officer of Canterbury, commented on the campaign images: “We’re delighted with the ‘England Is All’ campaign, which celebrates the unity of everybody involved in the game at all levels. We believe that David Bailey, as an iconic English photographer, has effectively captured the spirit of the campaign, and the optimism of England Rugby as it embarks on a new era.”
Gareth Davies, creative director, Pentland Brands, added: “We are extremely proud of the ‘England Is All’ campaign, which we have developed to reflect the interest, credibility and authenticity of Canterbury, whilst honouring the contribution of everybody in the English game, from grass roots to elite level.”