READY, SET, SEVENS!SELLING OUT A STADIUMNZ RUGBY 2023
Creative Direction Campaign Roll Out
After a two-year, Covid induced hiatus, the well-loved HSBC NZ Rugby Sevens festival was back in Hamilton for the final time ever in NZ! So, there was a real opportunity to create a lot of noise and excitement. Any international tournament has an energetic atmosphere, but only Seven’s creates a diverse, vibrant and playful festival for all - fans, party goers and families.
GOAL
Generate anticipation and excitement among the target audience to sell, sell, sell tickets!
STRATEGY
We leveraged the party atmosphere and unique pace and appeal of the Rugby Sevens format, painting Hamilton and surrounding regions with a campaign that was vibrant, entertaining and exciting. The campaign was divided into three phases of the customer journey, focusing on different aspects of the event. We also worked with a local Hamilton artist to create an original party anthem with Pacifika elements to use across event collateral and play at the opening of each game.
RESULT
Through this approach, we were able to continue building momentum leading up to the festival and achieved a near sold out event. Overall, a successful and momentous final Sevens event for Hamilton and NZ Rugby.