There are just 88 days until the biggest sporting event New Zealand has ever hosted hits our shores. Businesses are gearing up their promotional and advertising activities to be involved with The Rugby World Cup 2011 in some way. But there are rules that need to be observed.
Checklist item #2: Know what ambush marketing is
- Ambush marketing by association.
- Ambush marketing by intrusion.
Ambush marketing by association is where an advertiser misleads the public into thinking that it is an approved partner or somehow associated with the event. Association is a wide concept. It extends to implying any relationship of connection, approval, authorisation, sponsorship, or commercial arrangement with the event.
ABC RETAIL LIMITED
Proud to bring you the The Rugby World Cup 2011
Advertising and brand agencies can also be in breach of the Act if you designed the advertisement for your client.
There are exceptions, for example MEMA does not restrict advertising by an existing business which is honestly carrying out its ordinary activities. Also if you get consent from the event organiser, then you will not be in breach of the Act.
Checklist item #3: Avoid words and emblems that are prohibited
Many words and emblems are not available for businesses to use during The Rugby World Cup 2011.
To see what emblems and words are protected and you should avoid using, follow this link.
Clean zones, transport routes and period have all now been announced.
The zones and routes announced vary in size. The Eden Park clean zone and route in Auckland is extensive and the clean periods for these areas is longer than elsewhere. In contrast, the clean zone and route for Auckland’s North Shore is small and the clean periods are short.
As a general rule, the clean periods are limited to the day before match day and match day. The major exception is the fifth clean period for the Eden Park clean zone and route, which is in place from 8am 5 October until 11.59pm 24 October (the quarter finals until the final).
- The clean zone restrictions apply to advertising in the clean zone and advertising that can be seen from within the clean zone (if it’s not part of a business’s usual signage).
- The clean route restrictions apply to advertising in the route only (not advertising outside the route that can be seen from within the route).
- Honest ordinary advertising in the zones and route is unlikely to be restricted.
The key is to know the rules so you can work within them.