WORK

Bar finals, Super Round is the biggest event of the Super Rugby Pacific season. 10 of the franchises’ teams play 5 matches packed into 3 epic days in 1 venue over Anzac Weekend 2026.

New Zealand Rugby and Super Rugby Pacific engaged us to develop a creative campaign to support strong initial ticket demand focused on international and domestic travellers, and solid local attendance.

This work integrated major sporting action with destination marketing. Our core challenge was a dual objective: positioning the inaugural Super Round in Christchurch at the new ONE NZ Stadium as a sports event comparable to the AFL's Gather Round or the NRL's Magic Round, while also promoting the city it as a travel destination for Australians and other Kiwis.

The campaign was designed to flex across different audiences, markets and channels. The creative integrates rugby content with city content and is tailored with specific messaging and imagery for each group.