Campaign: Second Opinion

Rona Hunnisett, director of RHodium PR, handles PR for England Netball.

With such a broad target audience, sustaining interest in England's Rugby World Cup win was vital, particularly since the UK media are so football-focused in their sports coverage. Making any sport - from netball to fly-fishing - relevant to the target audience is vital to ensure interest and, ultimately, encourage participation.

The Sweet Chariot Tour used a simple yet involving mechanic - 'see the World Cup for yourself' - to draw on people's own memories of the final, creating immediate relevance and involvement for all.

Any sport needs role models to provide a focal point for support and growth, particularly as children and young adults have so many social opportunities, not just sporting ones. By bringing the winning team, as epitomised by their trophy, into schools, shopping centres and offices for the Sweet Chariot events, the Rugby Football Union (RFU) and its PR team cleverly added another level of personal interaction, and this generated impressive results.

One particularly encouraging outcome is that the tour has attracted significant numbers of support personnel to rugby, including coaches and referees.

Overall, the Sweet Chariot Tour adds another impressive level of success to the RFU's World Cup campaign.

Creativity: 2

Delivery: 5


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