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 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
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
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!
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
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
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
University of Chester Marketing Brief
An opportunity to celebrate the great things about Warrington Our People • • Proud Passionate Loyal Friendly
An opportunity to celebrate the great things about Warrington Our Place • • Rugby League town Strategically well positioned Prosperous Progressive
An opportunity to celebrate the great things about Warrington Our Promise • • Warm welcome Cultural offer Warrington offer Well supported events
World class, welcoming, passion and excitement, community and legacy
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!
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
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
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
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
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
Above all passionate people – about Warrington and Rugby
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