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RUGBY LEAGUE WORLD CUP 2013 “THE STORY OF WARRINGTON’S WORLD CUP”

RUGBY LEAGUE WORLD CUP 2013 “THE STORY OF WARRINGTON’S WORLD CUP”. Introduction. 2013 Major international sporting event 14 international teams taking part Strategic towns and cities

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RUGBY LEAGUE WORLD CUP 2013 “THE STORY OF WARRINGTON’S WORLD CUP”

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  1. RUGBY LEAGUE WORLD CUP 2013 • “THE STORY OF WARRINGTON’S • WORLD CUP”

  2. Introduction • 2013 Major international sporting event • 14 international teams taking part • Strategic towns and cities • Economic impact of hosting one team and three matches in Warrington- accommodation spend £610,150- non accommodation spend £779,700- match specific income £1,075,000

  3. More than just a game The Rugby Football League were looking for A place that people will want to come to Facilities for teams and visitors Promotion of Rugby League Increasing participation at all levels Wider benefits - a Legacy Marketing campaign Whole town involvement

  4. Hosting concept The Rugby Football League were looking for Consortium approach Great stadiums Development of the game Civic pride First class hotels and training bases A place that delivers the whole package!

  5. How did we go about it? Wanted whole town approach Formed an inclusive consortium steering group Consortium partners- Warrington Borough Council- Warrington Wolves- University of Chester- Virgin Trains- Marketing Cheshire- Warrington Wolves Foundation

  6. How did we go about it? • Not just the usual suspects - reps from :- • Sport, Culture, Leisure, Community, Faith & • Business Sectors • Gathered intelligence and ideas from across the borough • Used local knowledge and insight • Pooled resources – RLWC themed cultural & community events • Strong marketing and PR campaign – for the bid & hosting

  7. The Why Warrington? question • Wolves – stadium Foundation and fans • University of Chester Campus • Great Hotels • Retail Offer – vibrant Town Centre • Good Transport links • Jubilee Celebrations • Thriving voluntary sector • Great local and regional amenities • Built on 2012 Olympic Sports and Arts Programme • Orford Park - Key Legacy Programme outside London

  8. University of Chester • Marketing Brief

  9. An opportunity tocelebrate the great things about Warrington Our People Proud Passionate Loyal Friendly

  10. An opportunity tocelebrate the great things about Warrington Our Place Rugby League town Strategically well positioned Prosperous Progressive

  11. An opportunity tocelebrate the great things about Warrington Our Promise Warm welcome Cultural offer Warrington offer Well supported events

  12. World class, welcoming, passion and excitement, community and legacy

  13. Strong marketing campaign by local students PR and stunts - our petition attracted 3000+ signatures and lots of press interest! Back the bid – how we brought the RLWC to Warrington

  14. Marketing • Built on Back the Bid Campaign • Regional National Radio • Local Press at every stage • London to Warrington trains • Used RFL and Marketing Cheshire Website • Text Campaign • Warrington Bid DVD

  15. Marketing • World Cup Merchandise • Bus stops • Hotels • Town Centre sites • Car Stickers • Wolves Games and Ground • Schools • Residents and community groups • Town Centre Shop front vinyls

  16. Warrington’s Approach A sense of common purpose – we sold it Understood Warrington and what Rugby means to the town Strong Civic leadership People who live in Warrington on the steering team Looked to the past and the future Used the skills / resources of consortium members Business sector were enthusiastic to play their part Strong partnerships attracted funding and delivered quality events - Wolves Foundation, Culture Warrington

  17. Warrington’s Approach • Used host town status to market Warrington • and create momentum • 100 Days Milestone • Rugby Ball Art work • Business Seminars • Trophy Tours • Reading Campaigns • World Host Training for business • Legacy Fund

  18. Warrington’s Approach • An action-packed programme • of cultural and sport engagement events • Development of tourism messages • Training and volunteering opportunities • Community participation • Used our town centre

  19. Above all passionate people – about Warrington and Rugby

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