All case studies
IGR Union Cup · Events, Culture & Entertainment
IGR Union Cup — rugby's biggest celebration of inclusion
426M
Combined audience reach
243
Pieces of coverage
Overview
A bi-annual, inclusive rugby tournament that chose Birmingham as host city — PR-led storytelling raised its profile locally, regionally, nationally and internationally.
The objective
- Raise the tournament's profile — local to international
- Champion storytelling and inclusivity
- Establish Birmingham as a landmark host city
The approach
- Consistent, creative press outreach for maximum noise
- Focused on consumers, minority groups and sports interest
- Social media campaign built around storytelling and momentum
- Mentoring of the Board and support on critical documents
Key takeaway
By turning personal stories into national headlines, FU Media helped IGR Union Cup become the UK's biggest-ever celebration of inclusive rugby — both on and off the pitch.
“The number of compliments I personally received relating to our social media and ongoing communications is too many to count. You have created such an amazing buzz online with your work that you have brought smiles and happiness to the whole IGR community.”
Alistair Burford
Chair, Union Cup Rugby Tournament
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