RUGBY WORLD CUP 27 X TICKETING PROGRAMME LAUNCH
SPEAK Communications was engaged to lead the PR, media relations and event publicity strategy for the official launch of the Rugby World Cup Australia 2027 Ticketing Programme - a major milestone in the lead-up to one of the biggest sporting events ever hosted in Australia.
Working alongside World Rugby and the Rugby World Cup Australia 2027 organising committee, SPEAK managed the end-to-end communications programme surrounding the announcement. This included media strategy and outreach, event publicity, spokesperson management, interview facilitation, stakeholder coordination, content distribution and on-the-ground media management.
Held at Sydney's Museum of Contemporary Art, the launch unveiled the tournament's ticketing and hospitality offering, providing fans with their first opportunity to register interest and begin planning their Rugby World Cup experience. The event brought together senior executives from World Rugby and Rugby Australia, Wallabies representatives, national media and key stakeholders, while the iconic Webb Ellis Cup provided a powerful visual centrepiece for broadcast, print and digital coverage.
The campaign was designed to position Rugby World Cup Australia 2027 as a truly national event - one that extends beyond rugby to capture the attention of sports fans, families, travellers and entertainment audiences alike. Through a carefully coordinated media programme, SPEAK helped drive conversation around the tournament's accessibility, scale and cultural significance, generating widespread coverage across news, sport, business, lifestyle and entertainment media.
As the first major ticketing announcement on the road to 2027, the launch played a critical role in building momentum, strengthening stakeholder engagement and laying the foundations for the ongoing communications programme leading into the tournament.
