What was it?

Generate’s PR & media approach for the 2013 QBE International series was designed to make QBE a key part of the rugby conversation whilst further promoting the QBE Coaching Club - a programme to recruit and train 2,015 new Level 2 coaches by September 2015. Consistent media cut through was also achieved through weekly media ticket promotions as well as a Daily Telegraph column with England captain and QBE ambassador Chris Robshaw.

How did we do it?

Kicking off at Lloyd’s of London with QBE hosting Stuart Lancaster and England Backs Coach Andy Farrell as they announced their squad for the autumn. With over 50 media present, this was only the second time such an event had been held outside of RFU grounds.

QBE then hosted a ‘Behind Enemy Lines’ event the week prior to the QBE Internationals. ‘Behind Enemy Lines’ would see rugby heavyweights Zinzan Brooke, David Campese, Richard Hill and Ugo Monye looking in depth at England’s opposition, their preparation and how the styles of play and coaching differ between the Northern and Southern Hemisphere.

‘Behind Enemy Lines’ was followed later in the series by ‘Men behind the Man’- an event where QBE reunited England players Alex Goode, Joe Launchbury and Billy Vunipola with the most inspirational coaches from their youth. The players spoke to media about the importance of grassroots coaching and the influence this had on their careers. All PR initiatives generated broad media interest with coverage generated for QBE in The Sunday Times, The Daily Telegraph, Rugby World, London Evening Standard, Total Rugby & Sky Sports News.

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