RUGBY LEAGUE WORLD CUP 2013 “THE STORY OF WARRINGTON’S WORLD CUP”
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Transcript of RUGBY LEAGUE WORLD CUP 2013 “THE STORY OF WARRINGTON’S WORLD CUP”
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RUGBY LEAGUE WORLD CUP 2013
“THE STORY OF WARRINGTON’S
WORLD CUP”
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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
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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
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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!
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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
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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
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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
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University of Chester
Marketing Brief
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An opportunity tocelebrate the great things about Warrington
Our People
• Proud• Passionate• Loyal• Friendly
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An opportunity tocelebrate the great things about Warrington
Our Place
• Rugby League town• Strategically well positioned• Prosperous• Progressive
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An opportunity tocelebrate the great things about Warrington
Our Promise
• Warm welcome• Cultural offer• Warrington offer• Well supported events
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World class, welcoming, passion and excitement, community and legacy
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Back the bid – how we brought the RLWC to Warrington
Strong marketing campaign by local students
PR and stunts - our petition attracted 3000+ signatures and lots of press interest!
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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
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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
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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
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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
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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
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Above all passionate people – about Warrington and Rugby