Main tournament sponsor RBS backed a chartered train to help real rugby fans travel between London and Cardiff for the first RBS 6 Nations game in February – the RBS 6 Nations Express.
This was a joint initiative between the banking brand, Six Nations Rugby, the RFU and WRU. It not only took fans to the game and back, but also delivered the 6 Nations Trophy itself to the Millennium Stadium for the big match.
The special train’s times allowed passengers plenty of time to soak up the atmosphere before the match and to celebrate afterwards. And, of course, to enjoy rugby banter on the train – as well as a unique chance to be photographed with the trophy.
RBS invited rugby legend Phil Vickery to accompany the trophy on the trip – chatting to fans and media during the journey. Passengers also found themselves with other stars, players and even sitting amongst players’ families.
As the RBS 6 Nations Express pulled into Cardiff we were met by presenter John Inverdale and a BBC camera crew filming the arrival of the fans and RBS 6 Nations Trophy.
The initiative was promoted by all four backers and also received a PR boost with an Evening Standard ticket giveaway competition. Not only was it quick and convenient, but it was also a good deal with return tickets costing just £45 plus booking fees.
Comment:
A genuinely useful and an enhanced, exclusive experience – it’s the kind of double whammy that fans are clamouring for an clever sponsors are providing.
Links:
http://www.rbs6nations.com/en/home.php
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