Every Seat Has a Story

The Brief

Embrace the rugby community and activate sponsorship of The Principality Stadium and the Welsh Rugby Team with an empty stadium and the rugby community in their homes. Also underline Principality’s ‘people-powered’ approach that has its members interests at heart and is deeply embedded in Wales.

Campaign Execution

As proud sponsor of Principality Stadium we wanted to help PBS celebrate the team’s return to the home of Welsh rugby. The seats may have been empty, but we know that each one represents a stadium filled with memories and meaning. Stories of highs and lows, of families and friends, of first matches and marriage proposals. Every seat has a story. Throughout the Guinness Six Nations we asked fans to tell us their standout stories from these seats. These stories joined those of Shane Williams, Elinor Snowsill and Jeff Davies, to make a squad of 15 seats, showcasing some of the amazing memories the Principality Stadium has created and reaffirming PBS’ close ties with its members in Wales.

Results 

We saw a 6% uplift in unprompted stadium sponsorship awareness, with Principality Building Society being the most recognised brand supporter of Welsh Rugby. The campaign also received extensive PR coverage and 2M impressions on social.