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Rugby Football Union

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Task

To sell as many seats as possible for the Powergen Cup final. The attendance forecast from the RFU was estimated at between 30,000 and an optimistic 50,000 (only 3,500 had turned up to one of the semi finals!). The benchmark was the previous year’s final, where 47,500 turned up to see two of the most popular teams in the league battle it out.

Insight

Fans know the difference good support can make to their team’s performance on the field.

Solution

We delivered a rallying call to supporters from the two regions delivered through national and local media, including press, magazines, 96 sheet posters, online banners and email. It was a message of empowerment – get behind your team and you can actually affect the outcome of the match.

Results

Final attendance figures reached 60,784 an uplift of 28% on the previous year.

“What a result! The ads clearly struck a chord with our target audience and they turned up in huge numbers – far ahead of expectations.”

Charles Allen
Commercial Manager
Rugby Football Union

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