The RFU wanted to sell personal debenture seats and executive boxes in the new South Stand at Twickenham.

We developed an integrated campaign to reach identified target groups through DM, posters, national press and a host of digital channels, supported by a fulfilment pack and dedicated micro-site. Selected chief executives were also reached with a box mailing which included a plastic seat base from the South Stand.

By the end of the 6 Nations Championship, all of the 3,295 personal debentures and 38 executive boxes in the South Stand had been sold, generating revenue of more than £23m. The total return on marketing investment was more than 85:1.