At the recent Global Search Awards 2024, rugby news platform RugbyPass was named the winner of two coveted and coveted awards: ‘Best Use of Content Marketing’ and ‘Best Use of PR’.
RugbyPass, together with its digital agency partner, A different conceptwere recognized in these categories for their campaign work during the 2023 Rugby World Cup.
The content marketing award entry was primarily intended for Rugby pass‘customized, on-site interactive content tools that allowed users to select and share their predictions and best lineups for the sport’s flagship tournament.
These “chooser tools” and their supporting search-based content drove high engagement with existing and new audiences, higher keyword rankings, and huge traffic numbers. Furthermore, the PR award was intended to promote these tools to an international audience. This was achieved by utilizing the insights and expertise of rugby legends to create interesting and compelling stories that cut through the noise, in a highly competitive news cycle during the tournament.
First launched in 2011, the Global Search Awards are one of the leading awards events in the digital and online arena. It welcomes submissions from companies and agencies around the world who want to showcase their exemplary search strategies and results. This year’s event, held in Krakow, Poland, was no exception. The competition was fierce, especially within the two categories where RugbyPass emerged as the ultimate winner.
The judging panel – a large contingent of digital experts from around the world – also provided glowing feedback to RugbyPass and the support team, championing the creativity involved in their entries:
“[RugbyPass] excelled at creating original content by leveraging the expertise within their team and focusing on EEAT. Their strategy showed a clear sense of individuality and they achieved incredible results.
“The strategic use of digital PR, SEO and interactive content tools provide a creative and engaging way to capture audience interest and drive signups. Their engaging and well-thought-out approach to content not only delivered compelling PR opportunities, but also served a dual purpose, all in a quick turnaround.”
Speaking about the two awards, RugbyPass Head of Product Tom Rendell, who also attended the ceremony, said:
“We are absolutely delighted to have won these two awards. It is incredibly satisfying to see all the hard work the team has put into these campaigns being recognized and praised by the jury in this way on the world stage. 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 participant at the ceremony, and the person responsible for overseeing the campaign, was RugbyPass Head of SEO Kim Ekin, who said: “From the pre-planning phase of our Rugby World Cup campaign, RugbyPass teams have and Another Concept took into account the end-to-end user experience, search intent research, historical keyword rankings and user needs. We then used this data to discover what would make for unique, interesting, and high-performance content. It is a testament to this process that has led to both excellent results for our site and two international awards.
“We knew how competitive the landscape was at one of the biggest sporting tournaments in the world, so achieving these results – especially with the PR attention – is testament to the incredible drive, expertise and dedication of everyone involved.”