The South African Rugby Union (SARU) has unveiled its innovative marketing strategy for the IRB Junior World Championship 2012 which will be staged in Cape Town from 4 to 22 June.
It will focus very strongly on the surrounding schools and universities in the greater Cape Town in an effort to boost capacity at the two venues, the Danie Craven Stadium and the University of the Western Cape.
The slogan for the tournament is “The Future Stars of Rugby”.
Andy Marinos, the SARU General Manager for Commercial and Marketing, unveiled the tournament marketing plans during a media briefing in Cape Town on Wednesday.
“Our integrated marketing strategy will include promotions on television through our partnership with SuperSport, the erection of several billboards at strategic locations in and around the City of Cape Town and the distribution of thousands of posters to schools, clubs and universities.
“Our Marketing Department is working flat out with our agency to make sure we deliver these key messages to our Western Cape rugby fraternity well in advance. We are mindful that the tournament is happening during the Cape winter and also the schools holiday and we therefore have to be innovative and come up with new ways to encourage our traditional and also the young rugby fans to support the tournament.
“We are really excited about some upcoming street activations at some of the shopping malls and our activation team will also visit various campuses, club rugby and schools matches to promote this exciting tournament, ” explained Marinos.
He added SARU will make several key tournament announcements during the next few weeks. The Junior World Championship Ambassador, Tournament Legacy Programme and several commercial partnerships will be announced during the upcoming month.
Details of SARU’s ticketing plan for the tournament were also unveiled. Tickets for the all matches, including the final, are as follows:
R50 per ticket for the Main Stand
R25 for unreserved seats
“We will launch the ticket sales in Mid-April once we have finalised all the details with Computicket,” explained Marinos.
SuperSport, the leading South African Rugby broadcaster, will deliver a record 30 matches live for global broadcasters, over double the number produced last year, underscoring the IRB’s commitment to furthering the global profile of one of Rugby’s premier annual international Age Grade events.
Rugby enthusiasts are fanatical in their support for their national, regional and local teams. They travel longs distances to attend matches, view broadcasts on television and also the re-broadcasts later in the week! They follow the discussions on television, radio, newspapers and the many rugby websites. They wish to know more and are hungry for information!