Stay Where Your Heroes Stay
The primary objective of this campaign was to create brand awareness and recognition for Southern Sun as the official accommodation partner of The Springbok Rugby Team, distinguishing them from their competitors as the preferred home-away-from-home for major international sporting teams. To portray this, we created a full multimedia campaign for distribution among multiple channels.
This was inclusive of a TV commercial, which aired during the 2023 Rugby World Cup across DSTV and SuperSport, as well as stadium branding, print media and social media campaigns. In order to achieve this, the Brave Media creative team conceptualised an ad campaign centered around the payoff line ‘Stay Where Your Heroes Stay’.
TV Commercial
Our goal with this ad was to resonate with the South African people, especially those who are passionate about sports and support the Springbok Rugby team. Our narrative draws compelling parallels between the dedicated staff of the hotel and the committed players of the rugby team. It showcases that each individual, in their unique roles, plays a pivotal part in their respective fields, underlining the significance of this partnership. By showcasing the shared journey of their heroes and the beloved hospitality brand, Southern Sun, we aim to create a deep and lasting connection with the audience, celebrating the spirit of unity and shared aspirations.
Stadium Branding
Reinforcing branding helps create a consistent and recognisable image that builds trust and loyalty. Through stadium branding, and on-screen squeeze-backs during matches, we reaffirm Southern Suns role as the Springboks’ preferred accommodation partner.
Essential to this was ensuring that southern Sun received major exposure throughout the 2022/2023 Castle Rugby Championship, 2022 Rugby 7’s World Cup, the United Rugby Championship, and the Curry Cup.
Social Media
In addition to the above, we developed versatile digital assets suitable for deployment across various social media channels, website utilisation, as well as printing for in-hotel activations and prominent public billboards. Proudly, this included us capturing the portrait of the Springbok Rugby Captain, Siya Kolisi.
