We activated British Airways sponsorship of Twickenham Stadium and England Rugby producing striking stadium branding and engaging fan experiences.
Project Overview
As the first ever principal partner to Twickenham Stadium as well as principal partner and official airline partner to England Rugby, British Airways wanted to make the most of this exciting new opportunity with the Quilter Autumn Internationals kicking off.
We were entrusted to bring the partnership to life throughout the stadium, both inside and out, ensuring a strong brand presence for BA in front of the hundreds of thousands of fans in attendance over the four weekends and the millions tuning in for the international rugby action.
Our rugby team were on site throughout the series producing and installing all the stadium branding for British Airways as well as England Rugby. This included in-bowl branding, new graphics in the players’ tunnel, the West Stand external branding and the new entrances to the stadium. The team also produced and installed the permanent wayfinding in the hospitality areas plus branded and fitted out the corporate box for British Airways.
British Airways were also keen to engage with fans on a more personal level and so our Experiential and Events team worked closely with them to create a fun and engaging activation that would enhance BA’s presence.
In the activation that we designed, produced and managed, fans were invited to emulate their favourite rugby stars, by diving into a giant foam pit and scoring a try. To leave a longer lasting impression and increase the brand connection between British Airways and rugby fans, we gave away British Airways branded foam hands and all participants received a packaged ‘Slo-Mo’ video of their try that they could share on social media.
Outcome
The Quilter Autumn Internationals at Twickenham were a great spectacle with some huge performances by the England Rugby team. Every match saw a sell-out crowd cheering on the teams and being exposed to the prominent British Airways branding.
The experiential activation in the British Airways West Fan Village was very popular with fans. Hundreds took to the sky in order to score a try. We had 400 foam hands for each match and they were all given away every Saturday. 1,410 pieces of slow-mo try scoring content were created over the series, with a 71% email open rate. Social outreach saw 9,710 impressions across Twitter.
Tomorrow sees the last outing for our @British_Airways try scoring fan activation at Twickenham as @EnglandRugby take on Australia.
Can you better our colleague Andy Booth with his attempt?#ENGvAUS #BAtryChallenge #QuilterInternationals pic.twitter.com/rJ4XDy31DE— CSM Live (@CSM_Live) November 23, 2018
If you are interested in learning more or would like to see how we could help you enhance your event please get in touch.
