The
Brief

Hatch were tasked with delivering as much positive global news coverage as possible to put Rugby League on the map and get the world talking about the draw.

This included the build up to the draw with the announcement that it would be conducted by The Duke of Sussex Prince Harry at Buckingham Palace, the launch of the innovative Mental Fitness Charter and all the reaction to the draw itself.

The
Solution

/ PR

/ ACTIVATION

Hatch delivered a full global media, content and social media strategy to cover all bases and ensure as much noise across as many touch points as possible. This included:

• Launch video content piece with The Duke of Sussex to launch Mental Fitness Charter
• Exclusive video content given to BBC Breakfast with men’s ambassador Kevin Sinfield joining on the sofa
• National and Regional press activity including press release distribution for multiple stages in the build-up and post draw which secured global coverage
• Interviews set ups with Jon Dutton (Chief Executive), Jason Robinson (International Ambassador), Kevin Sinfield (Men’s Ambassador), Jodie Cunningham (Women’s Ambassador) and James Simpson (Wheelchair Ambassador) throughout the day

The Rugby League World Cup 2021 draws conducted on Thursday, January 16, 2020, achieved significant global reach in broadcast, online and print media, as well as incredibly high volumes of coverage in key regional and national media titles across the UK.

Mentions of the draw featured in over 1,000 different media sources in more than 50 countries across the world including; UK, USA, Australia, Canada, Fiji, New Zealand, Brazil, Tonga and many more. Among these were some of the widest reaching and respected news sources in the world e.g. BBC World News, Sky News, Sky Sports News, ABC News, Fox News, Channel Nine and CNN.

Coverage secured in broadcast media, online and in print totalled more than 7,000 separate pieces talking about the draws and The Duke of Sussex’s involvement.