Qantas unleashes branded series for Lions tour

By AdNews | 2 July 2013

Qantas has once again gone down the branded content path with a series in honour of that little sporting event, the British & Irish Lions tour, called The Mane Event.

The Mane Event, developed by The Hallway, is a series of episodes which follow die-hard Lions fans who travel around our fair country and challenging the locals to some unusual tasks.

The venture is the second one for the airline brand in recent times. Two years ago, Qantas unleashed The Great Crusade, a branded content series around the Rugby World Cup.

Qantas head of sponsorship marketing Fergus Kelly said: “The Mane Event is shaping into a fantastic clash of the nations. As the drama is unfolding on the rugby pitch, it's great to see the Lions fans and local Wallabies fans battling it out in their own challenge doing their nation proud.”

The Hallway creative partner Simon Lee said: “The Mane Event has the makings of a highly entertaining story. Whether it's at rugby, tiddlywinks or sheep shearing, sports fans are inherently competitive. When you add national pride and a timeless rivalry to the equation, along with a pinch of comic tension, you've got some great ingredients to work with.”

The series will be promoted across Microsoft networks and broadcast on Qantas' in-flight entertainment system.

Click here to view the series.

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