Industry Update
Press Release30 March 2015

England Rugby Strikes Star Wars Alliance for Marriott London Sevens (video)

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Marriott Hotels & Resorts (by Marriott)

England Rugby and Disney UK have joined forces to create a national advertising campaign to promote this year's galactic-themed Marriott London Sevens taking place at Twickenham on the 16th and 17th May. The campaign includes a television ad featuring Star Wars characters facing up to the England Sevens team, print and social media, digital and PR to promote the galactic themed weekend of exciting sevens rugby.

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The campaign launches on the 24th March with a 30-second spot which will air for seven weeks across a number of TV channels including Disney Channel, Disney XD and Disney Junior as well as Sky Sports, Dave and Channel 4 for VOD.

Darth Vader's appearance at Twickenham Stadium has been captured in the TV ad which airs from today and can also be viewed on YouTube. Catching several people off guard including a startled C-3PO, Darth Vader stood face-to-face with the England Rugby team who were unmoved by the notorious villains. A showdown between the forces of light and dark saw neither give an inch, ensuring the real action will be seen between the international teams on the pitch in May.

Sophie Goldschmidt, Chief Commercial and Marketing Officer said: "We're very excited to be working with such a well-known and respected brand as Disney on this year's Marriott London Sevens, especially as this is a first for a UK Sports' Governing Body. The theme for 2015 is 'galactic' and the famous faces from Star Wars will really help bring this to life in and around Twickenham Stadium and help us engage with a new audience. To be working with such a globally recognized entity as Star Wars reflects both the growing profile of sevens and the popularity of the event."

Anna Hill, Chief Marketing Officer, Disney UK & Ireland added: "It's been great fun to work with England Rugby to develop a one-of-a-kind campaign that will excite rugby and Star Wars fans in the UK, and the campaign is brilliantly brought to life by the Star Wars characters in this memorable and expertly-produced ad. It's another great example of the ground-breaking campaigns we can create for brands."

View the TV ad here

The deal was developed by England Rugby and Disneymedia+, the integrated ad sales, promotions and marketing solutions arm of Disney UK & Ireland.

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