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

Rugby League World Cup 2021, a rugby competition, increased ticket sales to the tournament by inspiring togetherness after Covid-19 lockdowns and using a public ballot to deliver scarcity value.

Campaign details

Brand: Rugby League World Cup 2021Advertiser: Rugby League World Cup 2021Entrant: McCann Manchester / UM ManchesterCategory: Single MarketPrincipal author: Luke Kelly, McCann ManchesterContributing authors: Tim Whirledge, McCann Manchester; Darren Hawkins, McCann Manchester; Graham Todd, McCann Manchester; Ben Connell, McCann Manchester; Guy Beardsley, UM Manchester; Chris Davies, UM Manchester

Market Background & Brief:

Rugby league is a sport predominantly played in the North of England. It is the antidote to sporting globalisation seen over the last thirty years: a game rooted in local communities, played mostly by local...

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