Australian Rugby Union Gets Set to Kick Off 2016 With Digital Transformation
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
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.