The Welsh Rugby Union

Wales v South Africa - Under Armour Series

What we did
Developed an integrated ticketing marketing strategy and campaign to drive ticket sales for Wales home matches at the Principality Stadium for the 2017 Autumn International Series and 2018 Six Nations.

What we achieved
The 2017 Series achieved the highest aggregate ticket sales for nine years. Attendance for both the Australia and South Africa matches was increased by c. 20% in comparison to the previous year (an additional 10-12,000 tickets per fixture).

What they said
“The WRU Autumn series has seen audience levels plateau and so we felt we needed to bring in outside marketing expertise to review and implement an end-to-end marketing strategy and plan. The WRU has worked with eightyone600 for the last 4  years across ticketing marketing and various other projects and we felt they were best suited to help guide our new
pricing strategy to the market, in the hope we could revitalise sales across the series. Jon worked closely across many internal teams and his structure and guidance helped us achieve the highest attended series since 2008.”

Head of Group Commercial & Marketing, Welsh Rugby Union