The INC Marketing / Ulster Rugby relationship was born of a deep knowledge of the sport as supplied by Director, Andrew Park – a former rugby player. Ulster Rugby’s objective was to drive match footfall and increase their fanbase footprint. A strategic and engaging marketing campaign was implemented, cashing in on the majority male following and penchant for tongue in cheek visual communication. Marketing output is witty and on point for sporting fans. Creative output fosters loyalty to club, ensuring campaign success. Intuitive media planning and cost-effective media buying have resulted in umbrella campaign success.