About

The WRU wants to target fans watching home games at the Principality Stadium during the 6 Nations tournament, in order to promote Autumn international later in the year.

Problems

Due to a delayed opening in October 2019, with the official opening ceremony in March 2020, this gained important coverage and was reported on local and national news, with Prince Harry and Sir Lewis Hamilton officiating the event.

Within days this immersive attraction had to close its doors due to the Covid 19 outbreak. Gaining data from visitors was paramount for future marketing decisions, specific questions needed to be asked to gain a better insight into audience profiles.

Plan of Action

Every year we run a hand to hand print marketing distribution campaign outside the Principality Stadium, handing out leaflets before and after Six Nations matches.

• We always brief our promotional teams with the campaign key messages

• We place a promotional team at every stadium entrance before and after matches

• All promotional team members wear WRU branded uniforms

Over 70% of fans who attended a 6 Nations match picked up a leaflet promoting tickets for Autumn international matches later that year.