Twickenham Six Nations
As the first ‘Principal Partner’ of Twickenham Stadium, British Airways wanted to promote the partnership and engage executive club members and rugby fans in attendance at the Six Nations. We were tasked with creating an experience that would drive engagement, increase awareness of the partnership and, most importantly, leave a legacy of lasting memories for those who took part.
What We Did
Our in-house team of experts created two hospitality lounges for club members and fans. The first, the BA Lounge, offered an exclusive area for gold and silver card members to enjoy a complimentary drink with a view over the West Fan Village. The second, the Avios Lounge, welcomed all fans –with BA members incentivized with Avios points when purchasing a drink.
We also built three immersive experiences that tested fans on their rugby skills. Each activity offered the chance to win prizes–including free BA flights, match tickets and signed memorabilia. The experiences included a passing and line-out challenge, alongside the fly and try game. Slow-motion video captures of each try provided those fans taking part with a lasting memory, ready to share on social media.
Across each fixture, both lounges were at capacity for the two hours prior to kick off, with 63% of fans signing up for Avios and marketing consent. The activation received a high volume of footfall throughout the three matches, with an average of 3,000 fans taking part in each challenge and winning over 12 world traveler flights. The activation was a resounding success, and British Airways requested we went on to activate the experience for a second consecutive year.
Fans Taking Part in each Challenge
Fans Across Three Matches
World Traveller Flights Won