Best In The World

Welsh Rugby Union

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Task

To sell premium priced tickets and hospitality packages against now familiar southern hemisphere opponents in November.

The task was made harder by the widespread job losses and pay freezes in south Wales in 2010, which came about as a result of the government’s austerity measures in a region dominated by public sector employment.

Insight

Based on historical results and world rankings, the prospect of watching more heartbreaking defeats to southern hemisphere opponents is extremely daunting and demotivating. However, Welsh fans often fail to recognise the relative quality of their players in the world pecking order, and this angle gave us something more motivating to base the proposition on.

Solution

We added intangible value to the contests by focusing on the moments of individual brilliance you might be lucky enough to witness from world-class Welsh players such as James Hook, Shane Williams and Gethin Jenkins.

We reached prospects through a blitz of digital display ads, emails and ezines, as well as a 30 second TV spot aired across Wales, and also used to precede every piece of video content through the WRU site in the run up to and during the Autumn series matches.

Posters, press ads and bespoke leaflets for specific target audience groups were also used to convey the proposition, and a specially commissioned pack of Welsh Rugby Union trump cards was created to carry the message to the younger generation that the Welsh players of this and previous generations really were amongst the best in the world.

Results

A total of 237k people attended the four matches in November, 8% over target. Over £10m worth of ticket revenue alone was generated by the WRU against a modest media investment equating to more than 100 times gross ROI.

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