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Getting behind the All Blacks for RWC 2019

Case Study All Blacks Tours

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All Blacks Tours is a travel company appointed by the New Zealand Rugby Union to manage official supporter travel. How could we sell 12,500 tickets in time for Rugby World Cup 2019, when Kiwis see Japan as a difficult destination and the prices were expensive?

We invited fans to reserve their tickets before they were actually available to buy, creating a pre-registration window and generating a database of qualified leads. Part of the campaign included an interactive sign-up video, where the All Blacks encouraged you to pre-register for tickets so you could #bethere for RWC 2019.

We achieved a 161% increase in revenue compared to our previous RWC 2015 campaign, and by October 2018 had sold our allocated 12,500 tickets. All Blacks Tours has made New Zealand the only country to ask World Rugby for more tickets to sell.

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