In November 2022 the Barbarians were set to play the New Zealand All Blacks XV at Tottenham Hotspur Stadium in the Killik Cup. The Killik Cup is an annual event which has taken place since 2011 and brings together some of the world’s greatest rugby players for unique matches. This match would give fans in the UK a chance to witness this clash of titans at one of the most prestigious football stadiums in the world. Our job was to provide a digital marketing expert who could help generate ticket sales and fill up Tottenham Hotspur football stadium for this unique match.
To make this project a success we knew that the the marketing talent we provided would need to have a passion for rugby as well as performance marketing. They would need to know how to reach Rugby fans in new and engaging ways to build ticket sales fast. Our data driven matching came up with the perfect match in Georgina.
Georgina is a Rugby expert as well as a performance marketing expert. She has over 10 years digital marketing experience working with numerous sporting institutions including Welsh Rugby Union, St. George's Park - Home of the FA, England Netball, and Big Bash League Cricket. She was clearly a good fit for this project and was able to hit the ground running within 48 hours.
Georgina had to move fast as this was a short term project to drive ticket sales in the run up to a fixed deadline - the match.
There were three core areas that Georgina focused on:
Georgina developed targeted email campaigns specifically for niche rugby databases including a rugby referee database push as well as an amateur rugby club database push.
Georgina developed fast turnaround partnerships with key rugby/sports charities, inviting charities to attend as special guests and sharing a special offer for ticket price to share with beneficiaries and supporters (including The Matt Hampson Foundation, Doddie Weir Foundation and Wooden Spoon). She also developed a partnership with In Touch Rugby - which included newsletter and social media coverage, as well as exposure on their 15 different rugby focused podcasts. She also developed a Professional Rugby Club ticket offer staff promotion.
Gerogina developed and managed a promotional push targeting dedicated rugby Facebook groups with a special ticket promotion and identified influencers to share match details and tickets.
After an intense 6 weeks of activity the match secured an attendance of over 35,000 people.
“Georgina combined her passion and knowledge of the Rugby audience with a deep knowledge of how to use digital channels to drive ticket sales. Her no nonsense attitude meant that she rolled up her sleeves and got stuck in which is exactly what we needed”
Simon Smith - Head of Marketing & Events - Barbarians