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New Zealand Rugby

Client: New Zealand Rugby/DHL NZ Lions Series 2017

Official publications of the DHL NZ Lions Series 2017

Services: Content

Platforms: Print (newsstand magazine and matchday programmes)

Content: Editorial, video, animation, photography

The brief (in brief)

To produce 12 bespoke print publications for the DHL NZ Lions Series 2017, including two newsstand magazines (preview and review) and the 10 official matchday programmes.

What we did

1. Brand message meeting audience needs. A British & Irish Lions series is huge in the rugby world and with two of the 12 publications going on to newsstands in the UK and New Zealand, we had to deliver stand-out content in a crowded space while also ensuring we met the brand needs of New Zealand Rugby. By combining insider access with big-name interviews and showing the inner-workings of the series – all delivered by world-class writers – we met both the client requirements and the sales targets on the newsstand.

New Zealand Rugby magazine

2. Bespoke content. When it comes to any major sporting event, you’ll often find repurposed content – the same feature appearing in several programmes at different stages/venues/ matches. But despite some games being just three days apart, we delivered completely new content for every matchday programme – meaning we were producing 80 pages of new editorial between each game. A full 116-page newsstand review magazine went to print just five days after the Third Test finished.

Ruby players shaking hands

The results

Writing, editing and designing – from scratch – 10 world-class matchday programmes for one of the sport’s greatest events over a six-week period is a result in itself, but the programmes also met all expectations on the sales front.

If you want to know about making simply brilliant content, get in touch with eric.