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 tocelebrate the great things about Warrington

Our People

• Proud• Passionate• Loyal• Friendly

An opportunity tocelebrate the great things about Warrington

Our Place

• Rugby League town• Strategically well positioned• Prosperous• Progressive

An opportunity tocelebrate 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

Warrington Bid DVD

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