Driving PR for Rugby League’s Biggest Stage
Cultural storytelling, community-first PR, and record-breaking media coverage delivered
Project: PR and Media Relations 2017 Rugby League World Cup
Client: 2017 Rugby League World Cup
OVERVIEW
BTB was appointed the official PR agency for the 2017 Rugby League World Cup, delivering a comprehensive campaign that spanned pre-event media, in-venue press operations, and strategic storytelling across Australia, New Zealand, and Papua New Guinea. For the first time, the Women’s World Cup was staged alongside the men’s, and BTB led its launch – driving visibility, engagement, and media coverage for both competitions.
WHAT WE WERE ENGAGED TO DELIVER
- Management of all PR activities leading into and during the World Cup
- Launch and media strategy for the integrated Women’s World Cup
- Profiling players from lesser-known nations to drive international coverage
- Storytelling around community engagement and legacy programs
- PR for the national ‘League of Giants’ activation tour
- Media liaison and venue press operations across designated host cities
- Stakeholder engagement to ensure integrated delivery
OUTCOMES
- Most extensive media coverage ever for the Women’s World Cup
- Successful stakeholder integration across community and legacy programs
- National and international media tour that delivered standout player access and coverage
- Cultural storytelling that showcased the diversity of host nations
- Strategic media partnerships including leverage of Nine’s broadcast publicity
TESTIMONIAL
“The event was a huge success and one of the most talked about international rugby league tournametns in memory, with the rise of nations such as Tonga. The role Beyond the Break Consulting played in achieving that success cannot be overstated.”
Dr Tracie Edmondson
Head of Communications and Community Engagement, NSW Rugby League
ENGAGE US▸
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