Rugby Den – British & Irish Lions and 6 Nations
“Rugby Den” was developed and launched as a new product and brand for the 2013 6 Nations Calcutta Cup and 2013 British & Irish Lions Tour.
Rugby Den is a seated hospitality proposition, with high customer service levels, and an informal relaxed “rugby club” style atmosphere.
In 2012 Twickenham Experience and the Australian Rugby Union separately engaged MatchPoint with different briefs and objectives.
The ARU objectives were to create an entry level hospitality proposition, to leverage the large demand from Lions fans. The ideal solution would be scalable across matches and sustainable after the Lions tour.
Twickenham Experience wanted to target a new audience with an accessible entry level hospitality option for selected matches. The ideal solution would avoid cannibalisation of the existing hospitality market, and generate new business to Twickenham.
The solution for both was a similar product and brand, similar sales methods but marketed to different audiences in different geographies.
To achieve the objectives, a targeted sales and marketing strategy was implemented across MatchPoint’s teams in the UK, Australia and Hong Kong.
In 2013 Rugby Den generated over £1.1million / A$2 million of hospitality sales across the UK and Australia. 4,000 corporate guests experienced and enjoyed Rugby Den all of which were new business for both the Australian Rugby Union and Rugby Football Union.
Feedback was exceptional, with both the ARU and RFU continuing to use Rugby Den from 2014 onwards.