20,000 Fans Join Canterbury Roadshow
The Canterbury brand roadshow saw over 20,000 fans taking part in rugby experiences during the build-up to and throughout Rugby World Cup 2015, the brand has revealed.
Starting in Exeter on 6th August and finishing at the Rugby World Cup 2015 Official Fanzone in Trafalgar Square for the closing stages of the tournament, the roadshow made a total of 14 stops across England, Wales and Ireland.
Over 7,000 fans took part in the Canterbury speed test, which tested acceleration against the time set by Canterbury ambassador Sam Burgess, while 6,000 took part in the diving try experience, which allowed fans to celebrate their own Rugby World Cup 2015 try.
Two different changing room areas made up the central structure of the roadshow which took fans on a journey from the grassroots level of the sport through to the experiences of the professional player. Inside, a Canterbury commitment wall gave rugby fans the chance to express what the game meant to them, with over 8,000 messages left during the tournament.
In total, the roadshow was exposed to over one million people in locations across the tournament, including official Rugby World Cup 2015 Fanzones in Twickenham, Cardiff, Newham, and Trafalgar Square.
Describing the Canterbury roadshow, Canterbury CEO, Chris Stephenson, said: “We wanted to create a rugby experience that would completely immerse fans in the sport while bringing to life Canterbury’s brand values of commitment across all levels of the game. From the speed test to the specially designed changing rooms, visitors were able to take part in and contribute to the sport they love in a truly interactive way.”
Andy Long, CEO of Pentland, added: “The Canterbury roadshow gave us an opportunity to connect with the rugby consumer during the sport’s greatest competition and I was delighted to see fan’s enjoying an experience that was truly interactive. After spending many years playing the game, I was lucky enough to take part in the diving try experience myself and thoroughly enjoyed the opportunity to literally play my own part in the tournament.”
Sophie Goldschmidt, chief commercial and marketing officer, RFU said: “The Rugby World Cup presented a unique opportunity for brands to engage with rugby audiences across the British Isles in new and innovative ways. Canterbury has successfully celebrated and placed fans at the heart of their campaign, with the results of the roadshow proof that through unique fan led activation, brands can connect with audiences in a meaningful way and share their passion in celebrating rugby.”
