RugbyPass Triumphs at the 2024 Global Search Awards

At the recent 2024 Global Search Awards, RugbyPass, a leading rugby news platform, celebrated a remarkable achievement by winning two prestigious awards: ‘Best Use of Content Marketing’ and ‘Best Use of PR’. These accolades highlight the platform’s innovative strategies and successful execution during the highly anticipated 2023 Rugby World Cup.

A Collaborative Effort

RugbyPass partnered with the digital agency Another Concept to create a campaign that resonated with rugby fans worldwide. The collaboration was instrumental in developing engaging content that not only captured the essence of the tournament but also encouraged user interaction. This partnership exemplifies how teamwork can lead to outstanding results in a competitive digital landscape.

Innovative Content Marketing

The award for ‘Best Use of Content Marketing’ was primarily attributed to RugbyPass’s custom-built interactive content tools. These innovative ‘picker tools’ allowed users to select and share their predictions and dream line-ups for the Rugby World Cup. By providing fans with a platform to engage actively with the content, RugbyPass significantly increased user interaction and engagement.

The tools were complemented by search-led content that drove substantial traffic to the RugbyPass website. The strategy not only attracted existing fans but also drew in new audiences, resulting in improved keyword rankings and impressive traffic numbers. This approach demonstrated RugbyPass’s commitment to creating high-quality, engaging content that resonates with its audience.

Effective PR Strategies

The second award, ‘Best Use of PR’, recognized RugbyPass’s successful promotion of these interactive tools to a global audience. The campaign leveraged the insights and experiences of rugby legends, creating compelling narratives that stood out amid the intense media coverage surrounding the tournament. By focusing on storytelling, RugbyPass was able to cut through the noise and engage fans on a deeper level.

The strategic use of digital PR, combined with the interactive content, showcased RugbyPass’s ability to create a multifaceted campaign that not only drove traffic but also fostered community engagement. This dual approach was crucial in a highly competitive news cycle, particularly during one of the world’s most significant sporting events.

The Global Search Awards: A Prestigious Platform

The Global Search Awards, first launched in 2011, is recognized as one of the leading events in the digital marketing arena. It attracts entries from companies and agencies worldwide, all eager to showcase their exemplary search strategies and results. This year’s event, held in Kraków, Poland, featured fierce competition, particularly in the categories where RugbyPass emerged victorious.

The judging panel, composed of digital experts from around the globe, praised RugbyPass for its creativity and originality. Their feedback highlighted the platform’s ability to leverage internal expertise and emphasize the principles of Expertise, Authoritativeness, and Trustworthiness (E-A-T). This recognition underscores the importance of quality content in today’s digital landscape.

Voices from RugbyPass

Tom Rendell, RugbyPass’s Head of Product, expressed his excitement about the awards, stating, “We’re absolutely delighted to have won these two awards. It’s incredibly satisfying to see all the hard work the team put into these campaigns recognized on the global stage.” His comments reflect the dedication and passion that the RugbyPass team brings to their work, striving for excellence across all channels.

Kim Ekin, RugbyPass’s Head of SEO, also shared insights into the campaign’s development. She emphasized the importance of user experience from the pre-planning stage, noting that the teams considered search intent, historical keyword rankings, and user needs. This data-driven approach was pivotal in delivering unique and engaging content that resonated with audiences.

Ekin remarked, “We knew how competitive the landscape was during one of the world’s biggest sporting tournaments, so achieving these results—particularly with the PR coverage—demonstrates the incredible drive, expertise, and dedication of all involved.” Her comments highlight the collaborative effort and strategic thinking that went into the campaign.

A Bright Future Ahead

The recognition at the Global Search Awards is not just a testament to the hard work and creativity of the RugbyPass team; it also sets the stage for future endeavors. With a commitment to delivering high-quality content and engaging experiences for rugby fans, RugbyPass is poised for continued success in the digital landscape. The awards serve as a reminder of the impact that innovative strategies and collaborative efforts can have in the world of sports media.