Canterbury
Rugby Towns
A multi-platform campaign aimed at grassroots rugby fans.
Words. Pictures. Video.
The objective
Canterbury is renowned for its teamwear as a brand uniquely synonymous with rugby at the highest level, worn by the elite. This campaign needed to reflect the brand at grassroots level, showing a clear understanding of the game at amateur level and empathy with the people involved.
What we did
We developed Rugby Towns, an ongoing series telling the stories of towns across the UK and Ireland, in which the rugby club is the beating heart of the community. To reflect and target the diversity in age and demographic across amateur rugby, we told the stories in video and also in print to make them accessible and utilised our owned brand Rugby Journal to share the content.
What happened
The content delivered quality engagement online averaging at 5mins 45secs per Rugby Towns story page, a figure that can be multiplied five times for the printed story, which ran across 10-12 pages in the Rugby Journal quarterly. The assets created were also used across Canterbury channels including social media, digital hub and printed collateral – brochures – allowing the brand to reflect the passion for grassroots across their entire ecosystem.
Want to engage?
Visit Rugby Towns
“Grassroots rugby is more than just people, it’s towns and communities as a whole; and that’s what we wanted to bring to life with Rugby Towns. A unique piece of storytelling in the rugby landscape, it’s also a 360 campaign totally aligned with Canterbury and our origins within the game.”
— Ben Cooper, Senior Brand Manager, Canterbury