Rugby League World Cup 2021: How togetherness sold tickets in lockdown Britain

Luke Kelly

Sporting event the Rugby League World Cup 2021 grew ticket sales and revenue via a multichannel campaign that focused on people coming together again after lockdowns in the UK.

Campaign details

Brand: Rugby League World Cup 2021Brand owner: Rugby League World Cup 2021Entrant company: McCann - United KingdomIdea creation: McCann ManchesterMarket: United KingdomSector: Leisure & entertainmentMedia channels: Radio & audio, Social media, Outdoor, out-of-home, Online display, Programmatic display, Video on demand, Public relationsBudget: Up to 500k

Executive summary

This paper is the ultimate sporting underdog story.

Representing an underfunded sport, with an underfunded media and production budget of £387K (during times of COVID-19) it will tell the story of how the Rugby League...

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