Case study

Canterbury of New Zealand

21 Nov




Harness Canterbury’s stable of ambassadors to increase earned media coverage, as well as develop a PR strategy for the launch of its new boot. In both cases, Press Box PR was asked to push rugby and the brand outside of its traditional heartland, while also respecting its heritage.


Press Box PR’s team of journalists held press conferences with sporting legends and top-tier players such as Sam Warburton and Ellie Kildunne, creating its own editorial content on topical talking points and inviting journalists to interview them on agenda-setting subject matter related to the development of the game.

For the boot, Press Box PR launched it by literally sending it into space. Canterbury became the first rugby brand to send a boot into orbit, which demonstrated the ‘out of this world’ qualities of the Speed Infinite Elite product. 


Press Box PR’s press office secured 50 pieces of coverage including links, branded imagery and other key messages, across 27 titles in rugby’s heartland. It also placed the brand in titles including The Times, Evening Standard, Wales Online and Irish Post, taking Canterbury to new audiences. 

For the space boot launch, Press Box PR created 4K Ultra HD video content of the boot above the earth, which led to media coverage in The Times, Daily Express and RugbyPass. 

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