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Case Study: Harlequin Ladies RFC

THE BRIEF

Harlequins Ladies announced plans to attract the biggest attendance in history to a women’s club rugby union match.

Run, as experts in mobilising target audiences to attend sports events, was tasked with delivering a public relations strategy to ensure a record audience.

THE RESULTS

  • Broke the UK record for ticket sales for a female club rugby union game, increasing gate receipts by 67%
  • 4 x national TV pieces
  • 6 x national radio interviews
  • 8 x national print pieces
  • 10 x targeted regional radio and print interviews

10

Targeted regional radio and print interviews

67%

Increase in gate receipts

HOW THIS WAS ACHIEVED

Positioning and creativity were key in ensuring cut-through and driving action.  Run positioned the match as a ‘moment in time’ for women’s sport and aligned the activity to International Women’s Day 2018. 

A creative photoshoot with the Harlequins Ladies team provided eye-catching imagery to ensure impactful coverage across channels.

A large, well-targeted media tour and influencer programme of key stakeholders ensured we were able to drive the news agenda and mobilise audiences to support the event, which was seen as another step forward for women’s sport.

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