Rugby Cover Stars – Coming to a Town Near You

Super 14 players Keven Mealamu, Richard Kahui, Aaron Cruden, Robbie Fruean and Robbie Robinson have scrubbed up to star in a marketing campaign for popular sports magazine New Zealand Rugby World.

Tangible Media, publisher of the sporting title, has come up with an innovative way to drive greater reader buy-in from rugby fans in each franchise.

Five different versions of the publication’s February/March issue has hit shelves each with a unique cover featuring a player from the region where the magazine will be on sale.

Keven Mealamu fronts for the Blues, Richard Kahui for the Chiefs, Aaron Cruden for the Hurricanes, Robbie Fruean for the Crusaders and Robbie Robinson for the Highlanders.

New Zealand Rugby World editor Gregor Paul says the decision to create the multi-cover concept shows the magazine’s commitment to each region and the support the local people offer their team.

“We wanted to offer our readers something special and give them something that was unique to their franchise and its players,” he says.

Paul says rugby is still a sport that Kiwis remain passionate about which is reflected in the title’s recent circulation increase.

The magazine’s sales manager Mathew Hewetson says he’s confident the unique marketing tactic will appeal to locals in each region – and expects the loyalty bestowed on Crusaders players will make that cover a particularly good seller.

A sixth compilation cover featuring all five players will be available for subscribers.

Written on behalf of New Zealand Rugby World by Public Relations and advertising agency Impact PR.