Rugby Universe

Gullivers’ Sports Travel

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Task

This official tour operator for the 2011 Rugby World Cup in New Zealand turned to Agency Inc to develop a campaign which would generate enquiries for Rugby World Cup travel packages. The campaign was also supported by Tourism New Zealand.

To kick start a sluggish market we first needed to capture attention, magnify the importance of the rugby tournament, and then support this proposition with layers of persuasive messages to paint a picture of the whole experience.

Insight

Rugby fans were holding back on committing to the world cup because of the cost and time implications. If we can engage them and build intangible value into the proposition we can make the proposition plausible… if only the world were smaller.

Solution

Our simple creative solution connected with an audience who really would be focused on New Zealand for the duration of the tournament, reminding them how important these games would be – in global terms!

The executions were designed to capture attention in an instant through a host of digital channels that included banners and MPUs, highly targeted facebook ads and emails, as well as national press and rugby magazines.

This was a completely new strategy for Gullivers who had never used digital channels such as these previously, so careful attention was paid to the live measurement and control systems which we’d put in place in order to squeeze as much value as possible from the online budget.

Emails and landing pages were designed to support the rugby proposition with additional benefits such as celebrity hosts, a floating rugby clubhouse, extreme sports and the sheer good fun of travelling with other like-minded rugby fans.

Results

Almost 5,000 requests for information were made through the dedicated micro-site, the bulk of which were tracked through from the email and facebook elements of the campaign. The high volume of digital display and print ads also worked alongside the more direct prompts, helping to raise awareness across the target audience.

Though Gullivers have asked us not to report on the financial details of the campaign, we are pleased to advise that the activity generated a positive return on their marketing investment, and the digital strategy is set to be repeated in the very near future.

“We were particularly impressed with Agency Inc’s excellent grasp of the brief and understanding of our market. And we were delighted with the concepts and the final creative for our Rugby World Cup 2011 campaign.”

Suzy Hillier
Head of Marketing UK, Sport Division
TUI Travel PLC

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