Directed an elevated luxury travel campaign for the 2023 Rugby World Cup in France, inspiring fans to explore beyond the host cities of Marseille and Nice into the wider Provence-Alpes-Côte d'Azur. Partnering with the Rugby Journal, we crafted beautifully designed travel guides and compelling storytelling that ventured far beyond the sport. By blending high-end photography, premium video production, and immersive editorial, we captured the region's rich culture—from the passionate spirit of French club rugby to the authentic craft of local winemakers, chefs, and producers—bringing the distinct nuances of the destination to life.
The results
Aimed a discerning ABC1 demographic, we delivered quality engagement with an average six minutes reading time per page, more than 650,000 unique visitors to the dedicated travel hub, not to mention reaching 40,000 readers to the print edition. The social reach topped 1m, and video views are at 700,000 and counting.
