Clothing brand Thomas Pink took over The Clarence pub, near Green Park in London last week (8-10 November), to launch The Pink Lion Rugby Club with a series of events across three nights, which included talks from rugby legends, a pub quiz and a wine tasting session.
Alex Field, global marketing director of Thomas Pink, told Event that The Pink Lion Rugby Club's next event will be a touch rugby match for children of some of the Club's members in May. The children's team will be coached by rugby hero and The Pink Lion Rugby Club's captain, Brian O’Driscoll, and will see the children play against The British & Irish Lions players and legends.
Field said: "The Pink Lion Rugby Club is the ultimate rugby club for discerning rugby fans. We have launched the Club to promote the new Thomas Pink collection and to drum up interest in our affiliation with The British & Irish Lions 2017 Tour. Our aim is to have the best dressed sports team in the world, but also the best dressed sports fans."
The launch of the Club included a two-week social media campaign, alongside a PR and seeding campaign, and advertising with the Financial Times.
Field added: "We recruited members to the rugby club by launching a ticket ballot for the launch events. We had 3,000 people sign up and we hosted almost 300 people per night across the three days. The events have been a brilliant engagement tool for recruiting rugby fans and to communicate the brand’s key attributes of fun, style and quirk."
Last week's events were organised by agency Pitch.
Last month, O2 announced that it was extending its partnership with England Rugby, which will include a major focus on experiential.
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