Australian Rugby Union Gets Set to Kick Off 2016 With Digital Transformation

XXXX of the Wallabies XXXX of England during the Cook Cup Test Match between the Australian Wallabies and England at ANZ Stadium on June 19, 2010 in Sydney, Australia.
SHARE
THIS



Sitecore has announced that the Australian Rugby Union website will go live in the new year with the Sitecore Experience Platform providing fans with a new personalised, engaging, responsive website.

“We wanted a new web asset for the organisation and one that would improve the fan experience by reaping the adoption of new digital technologies, including mobility, cloud, social media and video,” technology manager at Australian Rugby Union Kevin Stafford said.

The Sitecore Experience Platform gives digital marketers the flexibility to work with content using traditional and search-based methods. It will deliver a best in class digital transformation program which will allow the ARU to better service fan needs and provide tailored content driving greater engagement. Users will be able to opt to personalise content according to their own preference.

Sitecore replaces a legacy CMS system that had become too expensive to upgrade, difficult to navigate and was unable to meet the performance requirements of the organisation’s fans.

As part of the digital transformation program, Accenture and Reactive have been appointed to provide application development and content management services enabling the organisation to own the experience of every fan who engages with the brand.

At the same time, Sitecore provides the ARU with a fully customisable framework and a more responsive web experience.

“Sitecore delivers a CMS system with the most advanced and user-friendly functionality,” Stafford added.

“A major appeal of Sitecore was its flexibility in how we hosted the solution, enabling us to utilise our current infrastructure rather than being forced into a particular direction, along with its seamless integration with our Salesforce Customer Relationship Management tool. On top of this, the support we received from the Sitecore consultants right throughout the process was first class.”

ARU intends to launch three defined portals including a site for the fans, a corporate site and a community site for all rugby participants. Content authors will be able to use Sitecore to seamlessly publish content to all channels while the single view of the rugby fan will be provided in Salesforce.

All of the ARU’s web properties will now be fully responsible, optimised for all devices types and sizes.

Sitecore also offers the ARU built-in customer analytics that are unique in capturing individual visitor data for use in targeting and personalisation.

With at least 70 per cent of visitors accessing the site via a mobile device, ARU intends to automatically deliver content across any channel with the end game of mapping profiles and real-time behaviours with on the spot decision-making to customise the experience across touch points. This will change the way audiences view, interact and enjoy the sport.

The site will also be more news focused, providing visitors with value add video and industry happenings; content underscored by good quality journalism from leading rugby experts who have a legacy in the game punting their view out to fans.

The new website, which will go live in early 2016 will ensure supporters can follow the sport’s action wherever they are in the world enabling them to receive improved and personalised content on any device. At the same time, the ARU will be able to further improve its understanding and visibility of its fans reinforcing its marketing, sales and service focus in support of online ticketing and retailing.

Australian Rugby Union (ARU), the national, governing body of Rugby in Australia and home to the Qantas Wallabies and Qantas Sevens teams, operates in one of the most competitive winter sports markets in the world with sport also competing against all forms of entertainment. More than 687,000 people enjoyed a rugby experience in 2014 while the organisation’s www.rugby.com.au website site experienced more than 800,000 unique visitors spanning multiple pages for each game during the recent Rugby World Cup.

Please login with linkedin to comment

Latest News

QMS Goes West With ‘The Leeder’
  • Advertising
  • Media

QMS Goes West With ‘The Leeder’

QMS Media continues to expand its digital portfolio across Western Australia, switching on an iconic billboard in the heart of Perth. Following the launch of two new digital billboards in the major WA regional centres of Bunbury and Kalgoorlie in recent months, ‘The Leeder’ further delivers on QMS’ digital expansion strategy out west. Positioned at […]

PR Firm Text100 Wins NetApp Account For APAC
  • Marketing

PR Firm Text100 Wins NetApp Account For APAC

Global marketing communications agency Text100 has announced it been appointed by data management company NetApp to drive its brand transformation effort across the Asia-Pacific (APAC) region. Following local competitive pitches conducted across the region, Text100 has been appointed as the APAC lead agency out of Singapore, and as the local agency of record in Australia, […]

MFA Awards 2017 Winners Revealed!
  • Advertising
  • Marketing
  • Media

MFA Awards 2017 Winners Revealed!

B&T once again donned the tux, applied the Brut, and primed the liver for last night's MFA Awards in Sydney.

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant
  • Media
  • Technology

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant

Digital publisher Concrete Playground has unveiled a new app that helps Millennials plan their night out using voice control – the first of its kind to become available in Australia. Concrete Playground’s Guide to Tonight now works with Google Assistant, making it available on a range of Google devices and helping people to decide what […]

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses
  • Marketing

Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses

The Australian College of Marketing is collaborating with the Digital Women’s Network to bring new short courses aimed to provide the latest skills across all aspects of the Digital landscape, kicking off in Melbourne and Sydney in 2018. Course content will focus around various topics related to the digital marketing landscape. All courses will run […]

Man working at office desk, looking at computer and scratching head
  • Technology

Where Are Digital & Tech Skills & Salaries Headed?

The rapid pace of technological change in the digital sector is seeing demand for those with the right skill sets outstrip availability, both locally and globally. The individuals who have kept their skills up to date are being well-rewarded financially. Now, Digital + Technology Collective’s expanded annual Skills and Salary Survey will put some numbers and context […]

Disney & ESPN Unify Sales & Partnerships Teams
  • Advertising
  • Marketing
  • Media

Disney & ESPN Unify Sales & Partnerships Teams

Disney and ESPN have formed an even closer bond, announcing a new alignment of the two properties through their media sales and partnerships teams. Instead of entering through three doors, Disney ESPN Media Sales & Partnerships will give media buyers and marketers a refined, singular point of entry for Disney, ESPN Digital and Maker. Nik […]

by B&T Magazine

B&T Magazine
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine