Guinness tackling search for Canuck rugby anthem

Scotland's got one, and so does New Zealand. But Canadian rugby aficionados have had to go tuneless . . . until now.

A nationwide online search for a new Canadian rugby anthem was launched this week by Team Canada with full-bore support from Guinness Canada. The aim is to come up with a fightin’ song in time for the rugby World Cup in France this fall, when Canada plays Australia.

Entries may be submitted online until June 25, when a panel will identify the 10 best songs – after which fans will be invited to vote online for the winner, which will be announced on the contest microsite on Aug. 14. The prize is a flight for two to Bordeaux, France, and tickets for the big match on Sept. 29, plus accommodations and $800 spending money.

Guinness is supporting the song hunt with an integrated, English-only campaign. It includes: 30-second TV spots running on The Score until the end of June; in-bar promotions (posters, tent cards, coasters); and PR events through Sept. 29. Online, there are email blasts and flash media ads on the sites of The Score, Rugby Canada and Canadian Rugby News.

Media is being handled by Starcom MediaVest Group, and PR by Veritas Communications. Wunderman is doing the online elements, while The Marketing Store is producing the creative and handling in-bar promotions.