Work | Building a wall of white for RFL

Building a wall of white for RFL.

In November 2015 the English Rugby League team were set to take on their old rivals New Zealand in a three-match International series. After defeat last time, the team were determined to take their revenge.

The RFL briefed us to engage fans and ultimately sell match tickets. The series fell just after the Rugby Union World Cup. So evoking emotions amongst fans and ensuring they showed their support for the team was vital.

During a previous match between the two teams, commentator Dave Woods described the England defence as a ‘wall of white’. We built our campaign around this idea.


Campaign video

To bring it to life, we photographed players in the UK and Australia, creating a striking visual and video that was shared online and across social channels. Fans were invited to join the wall of white by buying their tickets.

The three matches were held in November at Hull, Wigan and the London Olympic Stadium. Nearly 100,000 tickets were sold and of course the boys delivered, winning the series.

Behind the scenes

Intermarketing Agency were fantastic to work with right from the very start. They listened to our needs and produced a fully rounded campaign that delivered the awareness, promotion and ultimately ticket sales we required. To have over 100,000 people watch England play Rugby League was a great achievement for all involved and Intermarketing Agency definitely played their part.
Mark Foster – Marketing Director, RFL

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