Ulster Rugby

As the 2010/11 season approached Ulster Rugby asked us to deliver a programme that would increase their season ticket sales. We went back to the drawing board and created a campaign that was fresh and in keeping with image that Ulster Rugby now has.

As well as working with a designer to produce all the advertising and marketing collateral we developed a staff training programme to ensure that everyone was on message when the campaign launched. 

Any surprises? We had some great photography of Ulster fans enjoying one of last season's games. But without the permission of each individual spectator we couldn’t allow the photograph to be used in the advertisement. At one stage we thought we may have to hire 3,000 people to fill the stands at Ravenhill but we found a solution in the end.

Did it work? Yes - we got the "It's more than balls and beer" offer in front of 1/4 million people.