Tourism Events Queensland – Brisbane Global Rugby Tens

Background

Tourism Events Queensland and Brisbane Marketing were key stakeholders in the Brisbane Global Rugby Tens, a 10-a-side international club and national team rugby tournament featuring New Zealand and Australian Super Rugby teams and international teams from Japan, France, Fiji and Tonga.

Challenge

Ticket sales were below forecast and stakeholders had challenges engaging the multicultural communities and executing a group sales program with rugby clubs in South East Queensland.

Brief

To engage multicultural communities and grass roots rugby clubs to build awareness and fan engagement at the Brisbane Global Rugby Tens.

Key outputs/outcomes

Five multicultural communities and 58 rugby clubs were actively engaged including over 400,000 reach through club and multicultural digital and social media channels. Over 3000 tickets were sold through group sale programs.