Ahead of the 2007 Rugby World Cup, the then newly established Rugby Travel and Hospitality (RTH) were appointed official providers of Travel & Hospitality for this event, and with that came the exclusive global rights to sell tickets to travel agents and tour operators. They needed a partner to deliver a full multi-channel digital strategy with event management and hospitality marketing.
The strategic package
Our digital strategy focussed around streamlining the marketing, sales process and agent relationships to simplify the purchasing process whilst enhancing the customer purchasing experience. At the core of this is our unique Ticketing Inventory Management System (TIMS), designed to control the event management process from the initial stages of event hospitality package development through to customer engagement from prospect to conversion.
The fully responsive ecommerce website delivered a consistent experience for customers to place and manage their orders from any device. With our integrated CRM, RTH staff and their trusted agents could monitor the customer engagement, manage marketing activities and campaigns, target prospective customers and track sales progress.
To complement the online experience, RTH identified opportunities at events, conferences and exhibitions where they could promote their hospitality packages. Our analysis of these opportunities and the type of customer contact at these events revealed that a more personalised, interactive experience would work better. We therefore developed a tablet-based app for the sales team to use when promoting events with prospective customers on a one-to-one basis. This included interactive 3D renders of the stadiums that enabled customers to experience the stadium as they would see it from their seat. Functionality was added for guest services so that they could provide event concierge services and upsell hospitality services on-the-fly at live events. These helped maximise the commercial opportunities available whilst delivering a personalised experience to individuals, corporate customers and their corporate guests.
The solution package contained the Connect CRM, Connect CMS, TIMS (our Ticketing Inventory Management System) with our MIS / reporting system incorporating Google Analytics – a formula that proved so successful in 2007 that we repeated the success with RTH for the 2011 and 2015 Rugby World Cups.
£100M and counting
So far we’ve processed over £100M in ticket sales, supported RTH for three world cups and enabled thousands of sports fans to enjoy world-class rugby.