Canterbury: All Schools Pitch Day


A ‘Pitch Day’ experience at Twickenham Stadium for 12 schools within the All Schools Programme. The event included stadium tours, touch rugby tournaments and a celebratory BBQ.


All Schools is an England Rugby initiative to get more state secondary schools playing rugby. Our key objectives for the event were to:

  • Create awareness for the All Schools Programme and Canterbury’s involvement/support
  • Secure regional and local coverage
  • Engage media in the build up to the Rugby World Cup

PR activity for the event included sending out a media invitation, pre and post event press releases and offering media packages to those unable to attend. We organised a team of BBC Sport staff to take part in the event, alongside talkSPORT presenter Colin Murray.

We arranged interviews with Maggie Alphonsi, Jason Leonard and teachers from attending schools, and liaised with the videographer to create 12 individual films and one main edit of the Pitch Day. We also managed BBC London TV who had arranged attendance prior to the event. We were responsible for managing Canterbury’s social media coverage of the event.

The All Schools Pitch Day was well received and generated several pieces of coverage across the regional media, plus two pieces of TV coverage on BBC London TV on the day of the event. The equivalent advertising value of the print media coverage was in excess of £27,000 and the value for the two pieces on BBC London TV was £98,400. Tweets sent from the account had more than 100 engagements (Retweets, Favourites and Mentions).

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