Be There

Rugby Football Union

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Task

To sell 3,500 debenture seats and 38 corporate box tenancies in the south stand at Twickenham, in the face of a lack of English success on the field.

Insight

Rugby fans live for the moment when they can say ‘I was there’ when their friends are talking about a famous match. All we had to do was remind them of the historical importance of such occasions.

Solution

We carefully built a prospect list of consumers and business people who would be interested in the proposition and delivered a truly integrated campaign to reach and persuade them over a 6 week period during the 6 Nations tournament.

The creative solution was to present famous players and historical moments on the Twickenham turf with the additional eye-catching element of a seat in the middle of the pitch. The message was simple – secure your seat and be there when history is made.

Widespread awareness of the proposition was achieved through digital display ads served across a broad range of web sites to identified rugby fans, a splash page on the popular RFU home page, and a blitz of press & magazine ads, and poster sites.

Enquiries were also prompted through a host of targeted email campaigns, a cost-effective DM `self-mailer’ to a large prospect base of 45k people who broadly matched the debenture holder profile, and several consumer promotions, one of which ran with The Times over 6 weeks.

Chief Execs were also targeted with the corporate box proposition, and were sent a large, green coated box which implored them to `reserve their places in history’, and contained an actual plastic seat base from Twickenham Stadium along with some lighthearted `instructions for use’ and a letter from the England coach.

Results

The campaign raised more than £23m in revenue for the RFU, a return on investment of more than 85:1.

In total 3,500 debenture seats were sold to private individuals, as well as 500 corporate debentures and all 38 of the available hospitality boxes in the south stand.

The box mailer, which contained the actual stadium seat, won a prestigious marketing award later that year.

“Sales show that Agency Inc tapped into something very powerful. We’d already announced the availability of the debentures (through national press and the RFU web site) before engaging Agency Inc, but it was only once their campaign launched that we started to see interest levels rising sharply.”

Tom Hill
Sales & Marketing Manager
Rugby Football Union

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