Rugby League World Cup 2017

Background

In 2017 the NSW, Queensland, ACT and Victorian, New Zealand and Papua New Guinea governments hosted the 15th Rugby League World Cup. 14 countries participated from across Oceania, Europe, Asia and the Americas.

Challenge

Engage the diaspora communities of participating teams playing in Australia with focus on Lebanon, Samoa, Tonga, Italy, Fiji and France.

Brief

Create and execute an integrated community engagement, media and marketing program to drive awareness, fan engagement and attendances at key matches in Sydney, Canberra, Townsville and Cairns. Additionally, provide assistance and advisory to NZ team to drive community group sales in Pasifika communities Tonga and Samoa.

Key outputs/outcomes

Red Elephant were appointed as the official multicultural marketing partner and executed an integrated marketing campaign including influencers, media, content marketing, community events, channel partner marketing and local area marketing. The Lebanon matches against the Kangaroos and England in Sydney had more than 26,000 Lebanese community fans attending across both matches, the crowd highlight of the Australian matches.

The Red Elephant group sales program executed in New Zealand was successful in targeting big groups of Samoan and Tongan fans including sold out matches in Hamilton and Auckland.