Get up close to the All Blacks – New Zealand plans interactive rugby experience in 2017

| | No Comments

ALL-BLACKS-X-1.jpgNew Zealand Rugby, in a joint venture with brand tourism business Discovery Partners, Auckland has unveiled plans for the world’s first All Blacks interactive visitor experience to be created in collaboration with UK-based Brand, Digital and Environment agency, StartJG.

Visitors to Auckland will be treated to a showcase of activity, getting hands on and up close with the All Blacks team in a whole new way. The attraction is due to open in 2017 and will be built on a prime site on Auckland’s waterfront. The announcement comes as the world prepares for the Rugby World Cup 2015, being hosted by the UK next month.

ALL-BLACKS-X-2.jpgThe experience, according to NZR chief executive Steve Tew, is set to “immortalise” the world-famous sports team like never before. Says Tew: “We genuinely believe that we can enhance brand New Zealand, brand rugby and brand All Blacks, and we genuinely believe that we can further inspire young New Zealanders – male and female – to want to play our game. With tourism numbers growing rapidly…we’re confident of delivering an attraction that will set the standard for visitor and fan experiences in this country.”

Discovery Partners said the state-of-the-art project will be a testament to the country and team, as well as a way of sharing their ‘love for the game with the world’. They say on their website: “The All Blacks remain one of the most popular teams and powerful brands in sport. To New Zealanders, they are part of the fabric of the nation. [This will be] the only place where the world can visit and learn [their] remarkable story.”

Unlike a museum, visitors will become part of the experience. They’ll get an insight into the tactics and challenges of the game, the passion and determination that drives the team and the power and meaning of the Haka, according to Dave Judge, StartJG executive creative director. Says Judge: “This will set a new standard for brand tourism, and is one of a kind. It is being designed to focus not only on the sport, but on the history of New Zealand and the deep philosophy that makes this team so strong. This is where tourism meets retail and entertainment, and it’s very exciting.

“The All Blacks are an enormous brand. To New Zealanders, they’re an institution, verging on a religion. We’re creating an experience that’s as unique as The All Blacks – a way that visitors can get into the mindsets of the team members and play as they do, whilst learning about what makes them so special. This isn’t just an event, or an interaction – it’s an in-depth education, presented in an experiential and immersive way.

“Discovery Partners are the brand tourism experts on the project, working in a joint venture with New Zealand Rugby. What they have is the science behind good tourism, and a way to better connect brands to visitors through unique experiences. My role as Executive Creative Director at StartJG – DP’s strategic partners on the project – is to design and deliver an exceptional customer experience, from the minute people buy an All Blacks Experience ticket, to the minute they exit through the store or café. Our design will connect visitors to the game of rugby, New Zealand style – giving them special recordings of All Blacks’ members, an insight into the Maori culture that drives them and creating a space where they can actually test themselves against the team.”