Tourism Queensland

British & Irish Lions Tour

The Challenge

Ahead of tickets going on sale for the 2025 British and Irish Lions tour, we were briefed to raise awareness and support booking sales for Queensland as a tourism destination. The campaign coincided with the week that tickets went on sale.

The Solution

We worked with Tourism & Events Queensland to begin the countdown to the 2025 British and Irish Lions tour with England rugby legend, Rory Underwood.

With Brisbane the base of our broadcast opportunities, we chose Rory as our spokesperson in part due to the famous try he scored at Brisbane’s Ballymore stadium during the 1989 Lions Tour.

We captured all the b-roll content, filmed vox pops with some rugby players and even set up the world’s first beach tag-rugby game with Underwood himself. This footage was used across all of Rory’s interviews and succeeded in showing off Queensland as a tourist destination alongside talk about the Lions tour.

Rory spoke to Sky News, Sky Sports News, BBC Radio 5 Live, BBC World Service Radio, and ITV Central, all live from Brisbane.

The event organisers saw thousands of tickets being sold following our campaign.