Ready to roar
The British & Irish Lions 2017 tour to New Zealand is just under a year and half away, but we’ve been busy working away since last year for Lions Rugby Travel ready to launch their products to the legion of die-hard fans from the home nations who’ll be following them across the world.
Thousands of supporters had already been successfully encouraged to pay up for a priority access pass that entitled them to early access to the 30 plus packages available and we needed to produce a suite of assets fit for the launch of a product that can carry a hefty price tag north of £10k per person.
Working within the Lions Brand Guidelines we produced a 24-page brochure aimed at generating enough excitement and passion to convince the captive audience to hand over their hard earned money. Following a series of teaser communications, the customers were then mailed their Priority Pack with the objective of pushing them to head online and book their tour ahead of the masses.
A series of PDF itineraries was also produced that could be fired out to telephone callers, with the ability to link straight through for online purchase purchase should they wish to proceed.
With the initial sales period almost over, figures are up 50% on the same period in 2013 and we are now busy converting the pack for use during the general sale period.by