Atout France
Rugby World Cup Destinations
Rugby met gastronomy, travel and culture as part of a multi-channel campaign through our owned Rugby Journal platforms.
Words. Pictures. Video. Microsite.
The objective
With France hosting the Rugby World Cup in 2023, this campaign needed to help rugby fans understand the nuances between different destinations and encourage extended travel to just within host cities such as Marseille and Nice, but also in surrounding parts of Provence-Alpes-Côte d'Azur.
What we did
The team at Rugby Journal is uniquely placed to tell a story that goes beyond the sport, with a huge amount of experience in the world of food and travel content creation. We travelled to the region to not only capture the unique spirit of French club rugby at all levels – from Toulon in the Top 14 to Nice in the fourth tier – but also meet the winemakers, chefs and producers of the area to tell a story of the distinct nuances between different areas.
We created a well of content – that included video and photography – and repurposed it across a three-month-long campaign that included extended editorial features in the print magazine, city guides in written and video format for therugbyjournal.com and we also utilised unique ambassadors such as Pierre Koffmann who has a foot in both camps – a former Toulon flanker who made his name as a three-Michelin-starred chef. The content would sit within its own travel hub on therugbyjournal.com and everything was supported with a targeted social media and ecrm campaign, including partnership titles and websites.
What happened
Aimed a discerning ABC1 demographic, we delivered quality engagement with an average six minutes reading time per page, more than 650,000 unique visitors to the dedicated travel hub, not to mention reaching 40,000 readers to the print edition. The social reach topped 1m, and video views are at 700,000 and counting.
Want to engage?
Visit RWC2023 hub
