In 2017 the NSW, Queensland, ACT and Victorian, New Zealand and Papua New Guinea governments hosted the 15th Rugby League World Cup. Fourteen countries participated from across Oceania, Europe, Asia and the Americas.
Our challenge was to engage the diaspora communities of participating teams playing in Australia with a focus on Lebanon, Samoa, Tonga, Italy, Fiji and France.
We needed to create and execute an integrated community engagement, media and marketing program to drive awareness, fan engagement and attendance at key matches in Sydney, Canberra, Townsville and Cairns. Additionally, we were to provide assistance and advisory to the NZ team to drive community group sales in Pasifika communities Tonga and Samoa.
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.
Our 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.