Dacia launches ‘A Hero’s Journey’ in latest Rugby League activation
We’ve worked with Dacia to launch a content series in partnership with Hearst UK & The Telegraph.
‘A Hero’s Journey’ tells engaging stories about individuals from the GB Lions team, as well as England Women’s and Wheelchair Rugby teams.
The three-part series is the latest activation in Dacia’s four-year long Rugby Football League (RFL) sponsorship, secured and developed by partnerships agency Fuse. The videos, created by Hearst UK, tell the stories of different heroes within Rugby League and the values they hold, establishing Dacia and Rugby League’s shared values: being down to earth, honest and no-nonsense.
From using rugby as a tool to deal with mental health and speaking up, to not letting disability stop you from becoming your best self, to becoming a Woman of Steel (player of the year in the Women’s Super League) before you even turn 18, the in-depth profile pieces on players Georgia Roche, James Simpson and Alex Walmsley showcase how rugby league is so much more than a sport to them, demonstrating the epic journeys they’ve been on.
The series will be pushed out across two of Hearst’s leading health and wellbeing brands, Women’s Health and Men’s Health, as well as the Telegraph, where it will be supported by content across print and digital platforms. It will be released around key England and GB Lions Rugby League moments and aims to reach new audiences beyond hardcore rugby fans and the grassroots network.
To delve further into Dacia’s partnership with Rugby League, listen below to this week’s View From Fuse podcast episode where we hear how the partnership was formed from Fuser, Jonathan Drakes, who began working with Dacia five years ago. Senior Account Manager on the Dacia account, Raul Alexis, then discusses how the partnership has evolved over time and led to the ‘A Hero’s Jouney’ activation. Also available on Apple and Google.
Click here to read more about previous campaigns with Dacia and its sponsorship of the RFL.