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Aer Lingus - Home Advantage
Aer Lingus - Home Advantage
Aer Lingus is drumming up national pride and gaining press exposure by springboarding off feelings of excitement around the annual Six Nations Rugby tournament.
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As the official airline of the Irish Rugby team, the airline has painted two of its aircraft with a special Irish Rugby Livery (and re-named them #GreenSpirit) and has created the hashtag #HomeAdvantage, which it is asking fans to use across Facebook, Twitter and Instagram in support of the players.
The idea of spreading the #HomeAdvantage hashtag is to make the Irish team feel that, because of their amazing fans, they always have the “home turf advantage” – whether playing at home or abroad. The hashtag also subconsciously encourages fans to travel to other countries (with Aer Lingus) in support of the team.
Aer Lingus has created a micro-site dedicated to Irish Six Nations Rugby and the IRFU (Irish Rugby Football Union) partnership.
The site prominently features a 90-second video called “#Home Advantage Wherever We Play”, which provides enough imagery of pumped-up fans and poetic words about “national pride” and “green spirit” to make anybody want to cheer for Ireland. The video has been an internet sensation. It has been viewed over 1.2 million times on Facebook and YouTube and has collected plenty of fan feedback in comments.
The three-year “official airline” deal with the IRFU will additionally see a player from each of the four Irish provinces act as Aer Lingus Brand Ambassadors, taking part in various sponsorship activities.
