The Rugby Football Union’s aim was to encourage participation in Rugby whilst growing the sports fan base during the RWC.

Our solution was to deliver a rugby experience for fans and grass roots alike in the heart of London, for free. In order to achieve this we planned and delivered a four phase programme, comprising of entertainment across the semi-finals weekend, mini pitch activations, partner activity, legend appearances from Lewis Moody and Jonny Wilkinson and live screenings of the final match between AUS and NZL

The Fan Park on Trafalgar Square consisted of a huge 10.8m x 6.6 m LED screen, sponsor activations, a mini pitch, food and beverage and VIP hospitality. Over the course of 10 days the activation welcomed over 175,000 people well exceeding the initial target audience KPI.

With the help of shutting down the surrounding roads and adding additional screens the live final reached an attendance of 75,000 people.