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Rugby World Cup 2003 – Australian Rugby Union
Rugby True Colours Tour

The Rugby True Colours Tour was a 100 day promotional tour in the lead up to the 2003 Rugby World Cup. With its primary objectives of raising the profile of the Rugby World Cup and to increase participation and interest in the game in Australia, Maxxam were awarded the contract and given responsibility for the creative design, marketing and operational delivery of the tour.

Working closely with the Australian Rugby Union, our team toured this multifunctional and interactive display around Australia for 100 days. From Cairns to Launceston, from Perth to Sydney, the tour involved the collection of jerseys from rugby clubs and school teams from around the country.

Maxxam was responsible for developing the interactive concepts of the Tour; planning logistics of the roadshow, seeking sponsors and media alliances; co-ordinating host councils and rugby clubs; developing marketing, media and promotional plans; managing design and construction elements; managing a dedicated Tour website page and co-ordinating the Tour on the road.