Devised by agencies Synergy and Set Live, the activation space features two changing room areas complete with memorabilia, which are designed to take fans on a journey from rugby’s grassroots through to the experiences of professional players.
Participants are also able to take part in a range of rugby-focused activities, including the Canterbury Speed Test and Diving Try Experience, meanwhile local rugby stars are visiting the activation space across numerous locations.
The tour kicked off in Exeter and is making a total of 14 stops until October, across locations including Bath, Leicester, Belfast, Dublin, Twickenham, Cardiff, Manchester and Trafalgar Square in London.
Set Live has appointed Kru Live to provide a team of brand ambassadors over the 25 staffing days, with six of the days dedicated to staff training.
Lisa Parfitt, head of experiential at Synergy, said: "We wanted to create a rugby experience that would completely immerse fans in the sport while bringing to life Canterbury’s brand values of commitment across all levels of the game. From the Speed Test to the specially designed changing rooms, visitors can take part in and contribute to the sport they love in a truly interactive way."
Harry Osborne of Set Live, added: "The key for us was in building an experience that not only allowed Canterbury to demonstrate their commitment to the game, but for fans to demonstrate theirs too.
"In doing so we aimed to create unique, naturally shareable content for the fans. This is evident in each area of the activation, but none more so than the diving try cam - asking people to commit to a diving try in exchange for a great photo, automatically emailed to them ready to share."
More Rugby World Cup news: