Worldwide sporting events such as the Rugby World Cup (RWC) are huge opportunities for newspapers to increase their readership. However there is a distinct lack of differentiation between various titles competing for share of voice with the usual offerings of supplements, wall charts, reviews, games and podcasts.
The Telegraph stood apart from their competitors with their pedigree of great Rugby Union journalists and it was they who were utilised to generate stand out in the market to assert their ambition of being the number one quality newspaper and website for sport.
Research identified that what fans wanted from newspaper coverage was match reports, stats, quality content and experienced columnists therefore the insight was that the campaign needed to take the Telegraph’s journalists to the fans.
Radio was the ideal vehicle to facilitate this as it could create a deeper and more entertaining campaign by embedding itself seamlessly into the editorial. It allowed the Telegraph to showcase their journalists in an engaging and trusted environment, TalkSPORT, as a national sports’ based station, was identified as an ideal fit.
The Telegraph sponsored various TalkSPORT properties including Score Flash which provided regular reports and stats thus creating a long term relationship with listeners. They also ran airtime ads which ran as solus spots around all games to achieve maximum standout.
Rugby World Cup Today was an in depth daily weekend show that used both Telegraph and TalkSPORT journalists for the latest comment and analysis. Several features underpinned the show including voting for RWC player of the week, Telegraph branded interviews and competitions.
The campaign was fully multimedia combining radio with online, outdoor and press activity.
Telegraph Media Group was officially the number one brand and website for sports fans during the RWC - brand tracking showed that support for the statement ‘the Telegraph is best for sport’ rose by 4% from 21% to 25%.
The radio sponsorship delivered reach of 3,952,000 people and 150,000,000 impacts whilst Telegraph.co.uk became the most visited quality newspaper website for users searching for RWC.
Furthermore, beyond RWC 07 the Telegraph and TalkSPORT have created an ongoing partnership to share editorial and cross promotion following the success of this partnership.
The Telegraph TalkSPORT partnership went a lot further than a simple sponsorship – by harnessing the power of the DJ and weaving themselves into the body of RWC programming they created a unique property, essentially an ongoing conversation with the listener that constantly reinforced the Telegraph’s commitment to quality sporting journalism.