Premiership Rugby tasked us with planning and launching a full-funnel campaign to drive awareness, website traffic and ticket sales for the Gallagher Premiership Rugby Final 2024. The campaign needed to engage both core rugby fans and prospective new attendees, ultimately filling Twickenham Stadium for the season’s showpiece event.
We implemented a multi-channel strategy combining digital performance media with above-the-line activity. Paid media investment was carefully phased throughout the Premiership Rugby season to build momentum and maximise impact as the final approached.
Top-of-funnel channels such as YouTube and display activity focused on building awareness among sports audiences, while mid-funnel activity across Meta and other social platforms drove engagement and traffic to the website. Bottom-funnel channels including Meta retargeting and Google Search captured high-intent users and converted interest into ticket purchases.
As the campaign progressed, we identified the audiences most likely to convert and continuously optimised targeting, budget allocation and messaging to maximise performance against ticket sales objectives.
Fans in attendance at the final, a full stadium
- Fastest sell-out in the event’s history
- Strong year-on-year acceleration in the ticket sales curve
The campaign successfully built nationwide excitement around the event, delivering record-breaking demand and a historic sell-out for the Gallagher Premiership Rugby Final.
“The guys at Threepipe Reply have played a crucial role in helping us sell out The Gallagher Premiership Final. We have worked with them on our campaign and its been refreshing having our thinking challenged with their expertise. They are always pushing us to be efficient and to maximise our limited resources all of the time. They are an extension of our team and are fully invested in delivering success!”
– Sukh Sadhra, Marketing Director, Premiership Rugby
