As Good As It Gets

Rugby Travel & Hospitality

Task

During the most critical period for hospitality sales, in the run up to the start of the Rugby World Cup Tournament, we needed to develop an aggressive, tactical, multi-channel marketing campaign to drive interest around key matches as they began to sell out.

Insight

With tickets for the biggest matches of the Rugby World Cup 2015 already sold out, the best and only way to enjoy the games was with a VIP hospitality experience.

Solution

To accelerate awareness that in-demand matches were selling out fast, we needed to look at multiple touch points to communicate the message and drive urgency to purchase. We started by developing a messaging narrative that spanned the crucial months leading up to the tournament, and developed assets to support this across all integrated channels – Press, digital, email, POS, DM, outdoor and experiential.

Results

Overall advanced bookings for hospitality sales exceeded $90million revenue, with all the biggest matches at Twickenham fully sold out. The all new purpose-built hospitality structure at Twickenham, Champions Park, was incredibly successful, with positive feedback and widespread awareness generated through press, social and viral channels.

“Agency Inc work quickly and decisively, and they just get it.” Rob Wingrove, Head of Marketing, Rugby World Cup 2015 Official Hospitality.

RWC As good as it gets