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The Audience

We were given a rucking brilliant brief by Visit Leeds to support the delivery of its Rugby World Cup 2015 marketing campaign, highlighting Leeds as one of the host cities of the global tournament.

The overall campaign aimed to encourage national and international Rugby Union fans to visit the city during the tournament, and encourage overnight stays in the city during the Rugby World Cup 2015, boosting the city’s economic growth.

Our PR objectives were to raise the profile of Leeds by highlighting the city’s extensive cultural attractions, food and drink scene and diverse accommodation in national, consumer, online and broadcast press.

The Campaign

Working as an extension of Visit Leeds’ team, we were given the responsibility of running its press office. Proactively liaising with regional, national and international media to secure coverage in key media and fam trips to Leeds, we also worked closely with Visit England and Visit Britain to reactively field international media requests from the USA, Canada and South Africa.

Liaising closely with Visit Leeds’ partners, our team of travel and tourism experts coordinated, organised and developed itineraries for press trips, securing full page reviews for Leeds in key UK media, as well as international broadcast media, highlighting what the city could offer for the incoming rugby fans.

The Influence

The results were exceptional, as the coverage we generated reached over 253 million people globally, championing Leeds to a massive international audience. This included two primetime features on South Africa’s leading breakfast news show, SABC, and one of the leading sports networks in the US, NBC Universal Sports.

As well as hosting seven press trips, we also secured coverage in key national, consumer, online and regional titles, such as The Daily Mirror, Rugby World, Telegraph.co.uk and Express and Star, as well an exclusive interview with Visit Leeds ambassador Ian McGeechan in Sport Magazine, securing a three page feature.

The campaign helped to attract 20,000 international visitors to Leeds, and more than 60,000 people attended the games, hosted at Elland Road, which led to an estimated £53m boost to the Leeds economy.


(Pic above courtesy of Land Rover MENA: bit.ly/1PpxWfK)

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