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VisitScotland is hoping that a new worldwide marketing campaign by Land Rover will boost interest in one of Scotland’s most stunning islands, Mull. The Club was chosen by Land Rover to represent Scotland in a series of 11 films featuring small amateur clubs from 11 of the 20 countries taking part in Rugby World Cup 2015.
The films highlight that not all legends play in stadiums; most play on uneven pitches, in muddy fields, surrounded by mates and fuelled by a love of the sport. Idents from the films will be televised in seven official host broadcast partnership countries involved in Rugby World Cup 2015 so it is a unique opportunity for each of the small regional clubs featured and their local communities to get global exposure and show their dedication and passion to the game. Isle of Mull Rugby Club was chosen for the campaign due to its remote setting which sees players often hitching rides on local fishing boats to get to training. Based at Garmony near Craignure, the Club and its stunning surroundings were filmed extensively for the campaign over three days in May, with footage focussing on the male and female players, Club supporters and the local scenery. The multi-million pound activity spans across television, print ads, bus stops and billboards, as well as digital content. The new promotion consists of a series of short films in addition to black and white imagery. As Marketing Week reported at the end of April, PayPal will run its series of partially animated TV ads between May and June.


Alison Sagar, PayPal marketing director for the UK, said in an interview for Marketing Week that the company was focused on people and businesses - not technology. They aim to shine a light on real, grassroots rugby, capturing the unity, passion, humour and spirit of the people who play it and who are passionate and dedicated, giving up their evenings to train, working tirelessly to raise money for their clubs, and bringing rugby into the heart of the community.
Visiting teams also have to arrive by boat and Saturday games are timed around the ferry schedule. The main part of the campaign will run in the UK for six weeks up until new advertising restrictions come into effect. The first phase of the campaign focuses on different individuals – a motorcyclist, a comedian, a drag queen, a model and a pilot – each with their own story to tell and with their own connection to the blu brand.
PayPal has also changed its logo, with visitors to the company website already noticing the difference. PayPal's philosophy is firmly grounded in the belief that online shopping should be simple and secure, Sagar said. The iconic PP is still there but is now displayed in a different shade of blue and stands at a slight angle. An important focus of the island’s sporting community, the Club’s challenges inspire a greater degree of commitment from the local fans, who have taken the team to heart and are very vocal on the side lines.


The TV ads will be supported by outdoor and digital activity, highlighting the key selling points of the service: its simplicity and security. It debuted on the corporate website on 30 April and will spread to other channels in the following few months.
Is there even such a thing as a universal marketing campaign that will appeal to several markets? Not if you want to succeed.The key to a powerful global marketing campaign actually lies in personalization.
They should aim to make at least one facet of the campaign noticeably catered to the location.When media allows, such as with email marketing, the message should be catered to each individual user or to specific user groups.



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