Fan

Marking 100 Days Until the Rugby League Ashes

Rugby League

Brief.

To mark 100 days out from the returning Rugby League Ashes Series between England and Australia, we were tasked with creating media noise and increasing Rugby League visibility to a targeted London audience. The end goal was to also increase ticket sales for the Wembley fixture.

England rugby league player kicking a ball beside the Ashes trophy near Tower Bridge

Two England rugby league players with the Ashes trophy in front of a red London bus

Man in an Australia rugby league kit holding the Ashes trophy on a red London bus

Approach.

Knowing how passionate English and Australians in South West London are about Rugby, we arranged a Rugby League Ashes trophy tour from Clapham Common to Wembley Stadium, where the first Ashes match will be played.

We had access to two current England players, former England player Martin Offiah and comedian Adam Hills. Through the access we had to this talent pool, we secured a number of national interviews and even had journalists on the bus tour with the players.

Wembley Stadium and its arch lit up at dusk

England rugby league player holding the Ashes trophy on the platform of a red London bus

Impact.

28 pieces of national coverage in the likes of City AM, The Sun, Time Out, Sky Sports News, BBC Sport and Daily Mirror. Ticket sales also smashed the intended target.

England and Australia rugby league players with the Ashes trophy outside Wembley Stadium