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Rugby World Cup 2015Business Briefing Event
18 September 2014
Sarah StewartChief Executive, NewcastleGateshead Initiative
Agenda
08.35 Semore Kurdi, Owner & Chairman Newcastle Falcons
08.45 Nick Forbes, Leader, Newcastle City Council
08.55 James Berresford, VisitEngland09.05 Rugby World Cup 2015 in
Newcastle09.40 Players’ panel10.00 Networking and any questions
Semore Kurdi Owner & Chairman, Newcastle Falcons
Nick ForbesLeader, Newcastle City Council
James BerresfordChief Executive, VisitEngland
RUGBY WORLD CUP 2015
The countdown continues....
James BerresfordChief Executive
• The sector is currently worth £106bn
• It provides 2m jobs
• Projected to be £158bn (2020)
• It benefits every part of the country
Tourism is Big Business in England
The Role of VisitEngland
• Champion the sector and drive forward the industry’s shared Strategic Framework for Tourism
• Advise Government on English Tourism issues
• Provide official intelligence on tourism and visitor economy in England
• Promote England's tourism offer
• Help destinations grasp the opportunities
• The Olympics
• Tour de France
• International Festival Liverpool
• And now….. RUGBY WORLD CUP 2015
The Power ofMajor Events
• 3rd largest global audience for a sporting occasion – 4bn TV audience
• Over 2m tickets to be sold
• 400 - 500k overseas tickets
• Rugby “demographics” are just right
• Shoulder period• no displacement or
accommodation issues
The Opportunity
• Great spread of destinations
• Opportunity to showcase England’s sporting heritage
• Excellent chance to generate coverage of England and ultimately, drive new visitors to the country
• Estimated economic impact of at least £2bn
Why we’re involved – and why you should be!
Grasping the opportunity
• 15 appointed (and some of these have appointed sub-agents)
• Australia / New Zealand • Japan• South Africa • USA / Argentina • France / Pan-Europe• UK / Ireland• Long haul already active / short haul less so• Two day accommodation plus ticket to 49 day fully
escorted tours
Official Travel Agents
Media Materials
Rugby World Cup 2015 Media Toolkit, including:
• Updated destination guides• Two media guides (‘England for
Broadcasters’ and ‘Faces of England’)
• Relevant news releases • Guidelines for accessing
VisitEngland’s b-roll and imagery• Match dates / timings and key
milestones.
These media toolkits will also be translated into French, Italian and Japanese.
Real History of Rugby 71,018 viewsVE’s most viewed video ever on YouTube!
Social Media
Tourist Tactics7,910 views
Videos
VisitEngland’s destination-specific ‘Tourist Tactics’ animated films will be promoted socially and sold-in to both UK regional and national media to mark ‘One Year to Go’ until each host city’s first fixture of Rugby World Cup 2015.
Newcastle video will launch on 3 October
Visiting Journalist Programme (Pre-tournament – Domestic / London-Based)
• On-going: Individual press trips to Rugby and England’s host city destinations.
• November 2014: Group press trips for international media coinciding with QBE Autumn Internationals
• February / March 2015: Group press trip / hosting opportunity for European / short-lead UK media coinciding with RBS 6 Nations
• September 2014 News release targeting UK and international media re team bases announcement. Angle for the release will be ‘Holiday like the England / Australian / French team’ etc.
• Autumn 2014: ‘Top 15 for 2015’ news release targeting UK and international media with Rugby World Cup 2015 acting as the lead story in most overseas markets.
• December 2014 (TBC): VisitEngland’s annual ‘Meet the Media’ event and destination PR workshop will have a Rugby World Cup 2015 focus.
Media Blitz
Rugby World Cup Trophy Tour (Domestic)
• 10 June – 18 September (100 Days to Go)
• 75 days out of 100 days in England
• 2 days in each host city
• 1 day in each county
• Looking for money shots
• Quirky ideas/events
• Celebrities with rugby associations
Tournament Time
VisitEngland will have a daily presence at the main England 2015 press centre in Twickenham for international media.
• Rugby heritage• Sporting heritage • Sports hotels• Sports museums• Athlete / personality-owned
tourism experiences• Facts, stats and quotes• Country-specific storylines• Events taking place /
anniversaries in September and October 2015
Use us – please!
Global PR campaign
The search for rugby's biggest fan…
Sarah StewartChief Executive, NewcastleGateshead Initiative
Stephen SavageAssistant Director Public Safety and Regulation, Newcastle City Council
The TournamentThree matches at St James’ Park • Sat 3 Oct, 4.45pm: South Africa v
Scotland• Fri 9 Oct, 8pm: New Zealand v Tonga • Sat 10 Oct, 2.30pm: Samoa v Scotland
Stadium capacity: 52,000
Tickets On Sale
• Ticket ballot period until 29 September 2014– create an account at
tickets.rugbyworldcup.com – apply for up to four tickets for each
match– over subscribed matches or price
categories go into a ballot – ticket confirmations in October 2014
• Real-time sale November 2014 • Tickets – adult £50 - £175 / child £15
On Match Day
• Fans inside St James’ Park will be mixed
• You can take your drinks to your seat
• A family-friendly atmosphere • Dedicated Fan Zone sites in
operation• Huge number of visitors – all with
money to spend!• Big screens inside stadium
Team Training Bases
Royal Grammar School (RGS)
Northumbria University
Gateshead International Stadium
Gateshead International Stadium
Mowden Park, Darlington
Regional Hotel Impact
• Economic benefit across the North East
• Accommodation required for:• Players and team support staff• ER2015 officials • Media – print and broadcast • Corporate hospitality • Visiting fans
• Official packages booked for three / four nights
• Please provide up-to-date occupancy figures in T-Stats
City Dressing
• 1 Year to Go – lamp post banners and 48-sheet poster campaign around Newcastle
• Tournament time – a full city dressing programme
• Tyne Bridge branding – a global spectacular!
Fan Zones
• One Fan Zone with a 5,000+ capacity• Large screen on site showing all
games• Open to all – ticket and non-ticket
holders• Early October until Sunday 11 October• Areas for participation and local clubs• Opportunities on ‘Dark Days’• Procurement of a delivery partner to
manage and programme Fan Zone• Additional city centre screen
throughout Tournament
Trophy Tour
• Currently on International Tour• Working with VisitEngland and
ER2015 to maximise profile of the North East – Already been to Australia, South
Africa, Japan, Fiji and Madagascar – Scheduled to visit USA, Argentina,
Uruguay, China, UAE, Italy, Romania, Germany and France
• Domestic Trophy Tour June 2015 – 18 September
• Three days scheduled in the North East
Volunteers
• The Pack Tryouts at Newcastle Racecourse from 30 September – 11 October
• 250 ‘Pack’ volunteers being recruited by ER2015
• 50 ‘City’ volunteers to be recruited by Newcastle City Council for Fan Zone management and city information
• Working with ER2015 on city and venue specific training package
Overseas Tour Operators
• A huge opportunity • Familiarisation visits from All
Blacks Tours and Peak Incentives• Expect 10,000 - 15,000 visiting
fans from each country on official packages
• All Blacks Tours - already booked over 2,000 bed nights
• Two-night trip in November 2014 for 150 fans travelling to Murrayfield
Marketing and Comms
• Website is live www.NewcastleGateshead.com/rwc
• Official Twitter feed @RWC2015ncl• Destination marketing campaign in
Scotland and in partnership with VisitEngland
• National and international proactive PR – Media visits already from
Scotland and New Zealand press and broadcast
– Group visits planned around Autumn Internationals and 6 Nations
Festival of Rugby
• Wider programme of festivals and events – opportunity to increase overnight visitor numbers and extend stays
• Everything from a Rugby Club BBQ to a major festival or event
• Festival brand to launch January 2015
• Bespoke ‘Festival of Rugby’ website • First event for NewcastleGateshead
has already been confirmed...
Falcons Legends Game
• Friday 2 October 2015 at Kingston Park
• Newcastle Falcons Legends v Southern Hemisphere Legends
• See the return of popular Falcons players
• Tickets – adult £20 / child £5 • Corporate hospitality available
Doddie Weir Ex Newcastle Falcons & Scotland Katy Mclean and Tamara Taylor Darlington Mowden Park Sharks & England Ally Hogg Newcastle Falcons & ScotlandKane Thompson Newcastle Falcons & Samoa
Players’ Panel
Sarah Stewart Chief Executive, NewcastleGateshead Initiative
Next Steps!
• Register your ticket requirements at tickets.rugbyworldcup.com
• Make sure your team is all aware the Rugby World Cup 2015 is coming
• Think about events or activities you could programme as part of Festival of Rugby
• Hotels – keep us up to date on your occupancy figures. We’re here to help fill your bedrooms
• Help us roll out the Geordie Red Carpet!
Thanks
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