'The World Cup is every weekend' campaign to reach new audiences

The National Rugby League (LNR) in France has today launched a large-scale national communication campaign in an attempt to reach new audiences currently unfamiliar with the Top 14.

"The World Cup is every weekend with the Top 14" is the message they are aiming to convey, as they hope to encourage as many people as possible to attend live matches and experience the beauty and excitement of the game alongside regular fans, much in the same way that fans from all nations and backgrounds came together to enjoy the Rugby World Cup that was held in France.

The campaign will be circulated for a month on TV channels and across all digital platforms, mainly on TikTok and with a dedicated media plan to reach an increasingly younger, more feminine audience that is less accustomed to Top 14 contests.

The 30-second video draws parallels between the enthusiasm experienced with fans from around the world in stadiums during the world cup and the experience lived in the Top 14, a professional championship that offers a spectacular show every weekend, both on the field with over 100 Top 14 players who participated in the world cup, and in the stands.

In round 10, that has just been played, the league produced some thrilling tries, with the Top 5 on show in the video below.

Maxime Baudonne's diving finish for Racing 92 is well worth seeing, and then Castres Olympique came up with a brilliant team effort that was scored by Pierre Popelin but included a sublime inside flick from Fijian star, Leone Nakarawa.

Racing 92 currently lead the competition.