The 2018 Autumn Internationals marked the first major event of British Airways’ sponsorship of both Twickenham stadium and England Rugby. We were on hand to bring the partnership to life, delivering atmospheric event branding and an experiential activation for fans to enjoy.
For the duration of the four-match series, which saw England take on South Africa, New Zealand, Japan and Australia, the team were on the ground delivering and installing in-bowl branding, tunnel displays, entrance graphics and wayfinding. For the hundreds of thousands of match-going fans and the millions watching the action on screen, the eye-catching branding helped reinforce BA’s brand presence across all four matches.
BA were also keen to offer a more personal touchpoint for spectators at the home of English rugby, so our Experiential team designed, built and ran the British Airways foam pit activation. Participants were encouraged to mimic their Rugby heroes by leaping in to the pit, ball in hand, to replicate the feeling of scoring a try. They were rewarded with free branded giveaways and a free video clip of their attempt.
Over 1,500 BA foam hands were handed out across the international rugby series, whilst the video content generated off the back of the activation received 9,710 impressions on Twitter. To read a full rundown of our work for British Airways at the Autumn International, click here