The Sandra Leach Company Representation, PR, Marketing

PR leverage of an international sporting event

Noosa Lions


In 2012 The British & Irish Lions announced they had chosen Noosa in Queensland's Sunshine Coast for their'Training & Recovery Week' as part of the 2013 Lions Tour of Australia. Tourism Noosa appointed SLC to maximise the opportunities around this event to raise the destination's profile with both travel trade and consumers. With limited budget, marketing communications had to be extremely selective to ensure Noosa's messages cut through a noisy landscape.


The campaign was lead by PR to rise above the bigger marketing budgets of competing destinations and position Noosa as the team's choice in Australia. We secured endorsements from relevant ambassadors including the team coach, Warren Gatland, as well as players describing why they loved Noosa. Interviews with Warren were offered to travel and lifestyle media to reach Lions fans as well as a wider travel audience. In addition we negotiated with Lions Rugby Travel, the official tour operator for the series, to include Noosa in their consumer packages as well as the Test cities and to promote the destination through their channels. Trade titles were also engaged giving travel agents reasons to book Noosa who were licensed to sell official packages or would be using the buzz of the tour to promote their Australian programme.

During the Tour we leveraged relationships with the Tour's official sponsors such as Land Rover to keep Noosa front of mind. This included assisting with events in Noosa for incentive winners and working with HSBC to seed images of their giant Lion's shirt on Noosa's stunning beaches.


Lion KingCoverage highlights included the front page of the Mail on Sunday travel section with a feature on why Coach Warren Gatland loves Noosa, as well as coverage in the Sunday Times, Evening Standard, Daily Telegraph, Selling Long Haul and full page in trade title TTG, promoting the Lions Tour and Noosa packages.

Lions Rugby Travel stated Noosa had been one of their popular packages.