Rugby World Cup Strategic Activation – Visa
Shepard oversaw the strategy and implementation of three Rugby World Cups – 1995, 1999, and 2003. The Rugby World Cup is a different animal. It has huge appeal in Europe, New Zealand, Australia, and other select markets. It is arguably the third largest global event and has a very high end following. The program developed for Australia in 2003 drove incredible awareness for Visa. The “Look” was integrated throughout Australia and was responsible for significant quantifiable revenue. Importantly, the campaign was based on tactics developed by identifying and signing the most notable Rugby legends from the key Rugby markets and bringing them to life as spokespeople in an integrated way above and below the line.