Making The Rugby World Cup 2015 too big to miss

This case study describes how England Rugby 2015, the task force behind hosting the Rugby World Cup competition in England, launched a campaign celebrating the tournament to sell tickets and exceed its revenue target.

Making The Rugby World Cup 2015 too big to miss

Principal authors: Ed Hayne, BBH London; Darius Karbassioun, BBH SportContributing author: Jonathan Bottomley, BBH London

Introduction

Generating enduring value to a brand is typically the focus of IPA effectiveness papers. But this isn't a story with a sequel to look forward to.

The Rugby World Cup 2015 in England was a one-off. Just like the teams participating in the event, a squad of specialists was carefully selected. This partnership was led by England Rugby 2015. (ER 2015), a super-smart start-up. They recruited a team including BBH, Zenith...

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