Rugby League World Cup is coming to the UK this year, with host cities across the UK for each of the different countries. VisitYork wanted to drum up excitement across local schools to encourage sports and highlight the upcoming event ahead of the games. And Leeds City Council briefed us to create an event that spans the city, increasing footfall and bringing people back to the centre to benefit local businesses and get people excited about the future supporting event.
We created colouring books for VisitYork to distribute to schools throughout the city. Working closely within the RLWC guidelines, we introduced the games and highlighted fixtures, including each of the cities that York are hosting with relevant illustrations covering the page for each country.
For Leeds, we created a trail spanning the city, featuring all of the main streets and shopping centres. Using a competition element, we installed 6x large boards highlighting each country with engaging imagery, bringing in the use of trophy props and a stampable passport. The end goal was for the audience to complete the trail, take pictures in front of all boards and get their passport fully stamped, sharing on social media with a bespoke hashtag (#RLWC2020NationsTrail) for the chance to win a pair of tickets for the finals.
Leeds Council reported an increase in city centre footfall, and the campaign was hugely popular across social media. Along with people sharing imagery and fully completed passports across social channels, we also engaged with all of the shopping centres who shared the event and also had great feedback from Rugby League World Cup, with the Jamaica team wanting to make an appearance at their board when the trail takes place again later this year. VisitLeeds also joined in with the trail, promoting it from their tourist office to engage even more participants