RUGBY WORLD CUP EXPERIENCES LAUNCH

SPEAK Communications was engaged to deliver the PR, influencer and event communications strategy for the launch of Rugby World Cup Experiences, the official premium hospitality and travel programme for Rugby World Cup Australia 2027.

Designed to showcase a new era of fan engagement, the launch brought together media, content creators, sporting personalities, commercial partners and key stakeholders for an immersive preview of the premium experiences set to accompany one of the world's largest sporting events. Held at Sydney's Pier One and timed to coincide with the British & Irish Lions Tour, the event created a unique platform to generate excitement, build desire and position Rugby World Cup Experiences as the ultimate way to experience the tournament.

Working alongside RCKT, Wasserman and Rugby World Cup Experiences, SPEAK developed and executed an integrated communications campaign spanning media relations, creator engagement, stakeholder management, content distribution and event publicity. The strategy was focused on reaching audiences beyond traditional rugby fans and introducing the experiences offering to consumers interested in sport, travel, entertainment and premium live events.

A key component of the campaign was a targeted creator and social media programme led by rugby and sports culture platform Kick Offs & Kick Ons, alongside a curated mix of athletes, media personalities and lifestyle creators. Through a combination of event attendance, content creation and social storytelling, the campaign extended the launch well beyond the room, driving conversation and showcasing the premium hospitality, travel and behind-the-scenes experiences available to fans.

By blending earned media, creator partnerships and live experiences, the campaign helped establish Rugby World Cup Experiences as a premium, must-have offering and contributed to building anticipation for Rugby World Cup Australia 2027 years before the first whistle is blown.