At the recent 2024 Global Search Awards, RugbyPass was named the winner of two prestigious awards for their exemplary work during the 2023 Rugby World Cup.
The awards, ‘Best Use of Content Marketing’ and ‘Best Use of PR,’ highlight the innovative approaches RugbyPass utilised to engage and captivate their audience.
Celebrating Success
In a significant achievement at the 2024 Global Search Awards, RugbyPass, in collaboration with their digital agency partner, Another Concept, has been acknowledged with two prestigious awards. Their efforts during the 2023 Rugby World Cup were the central focus of their award-winning campaigns.
The awards, ‘Best Use of Content Marketing’ and ‘Best Use of PR’, were a testament to their innovative approaches in both areas. The content marketing award was primarily for their custom-built, interactive content tools on their website, which allowed users to engage with the Rugby World Cup in a unique way.
Innovative Content Tools
Central to RugbyPass’ success were the custom-built ‘picker tools’ integrated into their website. These tools enabled users to make and share their predictions, as well as select their top line-ups for the tournament. This interactive approach significantly increased engagement among both existing and new audiences.
The tools, supported by search-led content, not only drove high levels of user interaction but also resulted in improved keyword rankings. This strategy led to a substantial increase in traffic to their website.
Global Recognition
The PR award was garnered through effectively promoting these tools to an international audience. By leveraging the views and expertise of rugby legends, RugbyPass created compelling stories that resonated globally.
This smart use of PR helped RugbyPass cut through the noise of a highly competitive news cycle during the tournament.
First established in 2011, the Global Search Awards has grown to become one of the premier events in the digital and online industry. It attracts entries from companies around the globe aiming to showcase their superior search strategies and outcomes.
A Competitive Landscape
This year’s Global Search Awards event, held in Kraków, Poland, was marked by fierce competition. The categories in which RugbyPass excelled were particularly competitive.
A distinguished panel of digital experts from across the world judged the entries. RugbyPass received high praise for their creativity and strategic execution.
Judging Panel’s Feedback
Feedback from the judging panel highlighted RugbyPass’ originality in content creation, particularly their emphasis on expertise, authority, and trustworthiness (EEAT).
The panel stated: “[RugbyPass] excelled in creating original content by leveraging the expertise within their team and emphasising EEAT. Their strategy showcased a clear sense of individuality and they have achieved incredible results.”
Further praise was given for their strategic use of digital PR, SEO, and interactive content tools, all of which were seen as innovative ways to captivate the audience and drive sign-ups.
Team Reactions
Tom Rendell, RugbyPass’ Head of Product, expressed his delight over the awards, noting the hard work and dedication of the team. He stated, “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 to be recognised like this on the global stage and lauded by the judging panel.”
RugbyPass’ Head of SEO, Kim Ekin, also attended the ceremony and oversaw the campaigns. She emphasized the meticulous planning and research that went into their Rugby World Cup campaign.
Ekin explained, “From the pre-planning stage, the teams at RugbyPass and Another Concept considered user experience from end to end, researching search intent, historic keyword rankings and user need. We then used this data to uncover what would deliver unique, interesting and performant content.”
Future Aspirations
Both Rendell and Ekin see these awards as just the beginning. Rendell confidently mentioned, “This level of content quality is something we strive for here at RugbyPass across all our channels and I believe this is just the start of many more awards to come.”
Ekin added that the results achieved, especially the PR coverage, underscore the team’s drive, expertise, and dedication.
In a rapidly evolving digital landscape, RugbyPass aims to continue setting high standards in content marketing and public relations. Their recent successes only motivate the team to push the envelope further.
The Event and Its Impact
The 2024 Global Search Awards have once again highlighted the importance of innovative and effective digital strategies. RugbyPass’ dual victory serves as an inspiration for others in the industry.
Held in the vibrant city of Kraków, the event not only celebrated excellence but also fostered a sense of community among the global digital marketing and SEO professionals.
RugbyPass’ recognition at the 2024 Global Search Awards underscores their innovative strategies and dedication to excellence.
Their success serves as a benchmark in the digital marketing and PR industries, inspiring others to aspire for similar creativity and effectiveness.
