At the recent 2024 Global Search Awards, rugby news platform, RugbyPass, was named the winner of two hotly contested and highly coveted awards – the ‘Best Use of Content Marketing’ and ‘Best Use of PR’.
RugbyPass, alongside its partnered digital agency, Another Concept, were recognised in these categories for their campaign work during the 2023 Rugby World Cup.
The content marketing award entry was primarily for RugbyPass’ custom-built, on-site interactive content tools that allowed users to select and share their predictions and greatest line-ups for the sport’s flagship tournament.
These ‘picker tools’ and their supporting, search-led content saw big engagement for existing and new audiences, increased keyword rankings and huge traffic numbers. Additionally, the PR award was for the promotion of these tools to international audiences. This was achieved by utilising the views and expertise of rugby legends to create interesting and engaging stories which cut through the noise, in what was a highly competitive news cycle during the tournament.
First launched in 2011, the Global Search Awards is one of the leading awards events in the digital and online arena. It welcomes entries from companies and agencies across the world who wish to showcase their exemplary search strategies and results. This year’s event, held in Kraków, Poland, was no exception, with the competition being nothing short of fierce, particularly within the two categories where RugbyPass emerged as eventual winners.
The judging panel – a large contingent of digital experts from around the world – also offered glowing feedback to RugbyPass and its supporting team, championing the creativity involved in their entries:
“[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.
“The strategic use of digital PR, SEO and interactive content tools showcase a creative and engaging way to capture audience interest and drive sign-ups. Their engaging and well-thought-out approach to content not only delivered compelling PR opportunities, but also served dual purposes, all accomplished with a quick turnaround.”
Speaking about the two honours, RugbyPass’ Head of Product, Tom Rendell, who was also in attendance at the ceremony, offered these comments:
“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. 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.”
Another ceremony attendee, and the person responsible for campaign oversight, was RugbyPass’ Head of SEO, Kim Ekin, who said: “From the pre-planning stage of our Rugby World Cup campaign, 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 – it’s testament to this process which led to both excellent results for our site, and two international awards.
“We knew how competitive the landscape was during one of the world’s biggest sporting tournaments, so achieving these results – particularly with the PR coverage – demonstrates the incredible drive, expertise and dedication of all involved.”
