Not all briefs are about building a story from nothing—sometimes the story already exists, and the job is simply to get people in the door to experience it. Munster Rugby are a regular client through Hopkins Communications, so I’ve worked on a number of their campaigns over the past while, including their seasonal push to drive ticket sales for home United Rugby Championship fixtures.
So that brief is straightforward: bums on seats. The challenge was making sure each match felt like something worth getting out for, even in a calendar where there’s always another game around the corner. It needed to be cohesive and require rapid turnaround, making sure only players available for selection were featured. Phew!
The work focused on getting people from interest to action—get through that fixture fatigue and remind supporters what a packed Thomond Park actually feels like on a match day.
The campaign ran across match promotions throughout the season and helped maintain strong attendance across home fixtures.
