Timed to promote the opening of the tournament’s public ticket ballot on 23 October, the RLWC21 organising committee launched a new campaign called ‘Squads Assemble’ on 19 October.
The campaign – which was conceived by creative agency McCann Manchester, with PR agency Hatch and Data and insight specialists Goodform – promotes a message of inclusivity and seeks to appeal to both existing supporters and a new ‘squad’ of rugby league fans.
With a nod to a tough 2020 for live sport, the work sets out to drive passion, excitement and anticipation for the UK’s biggest sports event of 2021. It aims to act as a rallying cry for participation and depicts the entire promised tournament experience.
Squads Assemble is led by a hero spot and is running across television, VOD, radio, digital media, social, PR and CRM.
“We are delighted to announce our world-class roster of agencies who have a vital role to play in delivering the biggest and best ever Rugby League World Cup,” commented RLWC2021 Customer Director Terri Lynam (who has previously worked on other major events including London 2012 and Rugby Union World Cup in 2015). “The pitch process was highly competitive and the challenge in the brief was to sell Rugby League as more than just the game on the field. It’s the experience in its entirety, the diverse and exciting crowd, the history of the sport and the infectious passion that create a unique atmosphere and experience that British sport’s fans both existing and new will love.”
“We are just days away from the opening of the public ticket ballot – the first ever ballot in Rugby League World Cup history – and we are excited to inspire fans who haven’t experienced Rugby League before to book their place at the World Cup next autumn.”
The brief to all agencies involved is both to drive ticket sales and to create a deeper connection with Rugby League’s core fanbase and help deliver the most accessible experience for new fans through engaging content and via powerful, in-depth storytelling.
McCann Manchester has been appointed by the organising committee to handle brand strategy, creative, media planning and buying, digital and content strategy, as well as activation-led PR with all disciplines being primarily used to drive ticket sales.
“We’ve collaborated with our McCann Worldgroup agencies in the North including CRAFT and Momentum to deliver a truly integrated campaign,” said McCann Manchester CEO Karen Buchanan. “Squads Assemble aims to connect with a new broader audience for RLWC 2021 to galvanise support for what will be a truly exciting and unmissable sporting experience in the UK next year.”
While Leeds based PR agency Hatch has been appointed to deliver PR, social media strategy and community management for RLWC2021 social channels and the team will work closely with McCann Manchester to maximise key moments over the next 12 months to drive the tournament’s goal to become the biggest and best RLWC of all time.
Data and insight specialists Goodform has also been appointed to ensure that insight is at the centre of everything. Through managing, deepening, and connecting fan data, Goodform will deliver insight-led marketing campaigns and power a customer-first ticketing strategy. With extensive major international event experience with Rugby World Cup 2015, World Athletics Championships 2017 and Commonwealth Games Birmingham 2022, Goodform is perfectly positioned to deliver audience growth and engagement.
The campaign was created for RLWC2021 Customer Director Terri Lynam, Digital & Media Director B Hunter, Communications Lead Michael Gibson and Customer Lead Kait Ludwig by McCann Manchester.
The creative agency team included CEO Karen Buchanan, Managing Partner Graham Todd, Head Of Strategy Tim Whirledge, Executive Creative Director Imogen Tazzyman, Creative Group Head Tony Durston, Creative Director/Director Jarred Mcknight, Head Of Digital Monica Tailor, Digital Director Michelle King, Group Media Director Guy Beardsley, Senior Media Account Manager Chris Davies, Senior Planner Luke Kelly, Senior Account Manager Ben Connell, Group PR Account Director Tom Cummings, Editor George Hobbs, with production handled by Craft Manchester.
Comment:
As sports fans face up to the fact that the pandemic and its sporting restrictions will continue into early 2021, many will be looking ahead (with fingers crossed) to the 16-team RWC21 – 23 October 2021 and 27 November 2021 – as perhaps the first big UK event which fans may just be able to attend.
And that includes us at Activative.
McCann’s Manchester has a strong set of sporting credentials and has worked on sports marketing projects ranging from the London Olympic & Paralympic Games 2012 and with Team GB sponsor Aldi across Rio, PyeongChang and the upcoming Tokyo Olympics.
While Hatch also has a strong sports track record and has been working with RLWC2021 organisers on promotion of the tournament for the last 18 months.
Links:
RLWC2021
https://www.youtube.com/c/RLWC2021
https://www.facebook.com/rugbyleagueworldcup/
https://www.instagram.com/rlwc2021/
https://www.linkedin.com/company/the-rugby-league-world-cup-2021/
McCann Manchester
https://www.mccannmanchester.com/
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