Export Ultra gives a Ritchie’s bus the Mo’unga makeover in new campaign via Special PR

Ahead of last Saturday’s big game in Dunedin, a Ritchie’s bus received a special makeover, courtesy of rugby superstar Richie Mo’unga, Export Ultra, and The ACC. The new campaign was conceived and executed by Special PR.

For one night only, the iconic bus service ‘Ritchies’ was rebranded to ‘Richie’s Export Express’ providing complimentary transfers from Export Ultra and The Alternative Commentary Collective’s (The ACC) pre-game event at The Kensington to Forsyth Barr Stadium.

The long-standing partnership between The ACC and Export was showcased in full swing as they teamed up with Richie Mo’unga to host a pregame party at The Kensington Sports Bar and Tavern in Dunedin. Fans enjoyed a live performance from Mitch James before boarding Richie’s Export Express for a fun-filled bus ride to the stadium, with Richie Mo’unga as the host and The ACC adding to the excitement before the game.

The campaign culminated in Richie’s Export Express delivering fans to the highly anticipated All-Blacks vs. England match in Dunedin over the weekend.

Says Natasha D’Souza, group PR director at Special PR: “Kiwis love pregame rituals, and sometimes the build-up can be just as good as the main event. We saw this as an opportunity for Export to get fans hyped ahead of the game whilst also getting them there safely. Great beer, Richie, Ritchie’s and The ACC – what more could you want? Fans absolutely loved it and so did media and socials.”

From an idea born in the world’s greatest beer garden, New Zealand, Export have smashed the brewing boundaries to deliver a lighter, fresher lager by asking the yeast to work a bit harder, so you don’t have to. Try Export Ultra today, crisp and refreshing, 99% carb-free and 4.2% ABV.

Says Kate Baars, senior marketing manager, DB Breweries: “Export is the beer for here and what better way to enjoy the hype ahead of the game than sharing a cold one with your mates? It was great to continue leveraging our long-standing partnership with The ACC and bringing Ritchie’s buses and Richie Mo’unga along for the ride. It was an epic night in Dunedin, and we’re stoked to have had Export Ultra play a part in it.”

Client: DB Breweries, Export
Marketing Director: Fraser Shrimpton
Senior Marketing Manager: Kate Baars
Marketing Manager: Lauren Parker Condon
Senior Brand Experience Manager: Monique Gibson
Brand Events Manager: Kevin Goode
Agency: Special PR
Managing Director: Kelly Grindle
Group PR Director: Natasha D’Souza
Senior PR Manager: Sophie Harsent
PR Executive: Natalie Sheers
PR Creative: Duncan Killick