RugbyFest'99
HAMILTON, ONTARIO, CANADA
SEPTEMBER 4 5 6
RugbyFest'99
HAMILTON, ONTARIO, CANADA SEPTEMBER 4 5 6
|
|
Rugby Video News Letter From Around the World 
an axis FILM&VIDEO production VIDEO PRODUCTION PROPOSAL OCTOBER 30,1998
PREPARED BY BRAD DIENO
BUSINESS ADVISORY COUNCIL OF HAMILTON-WENTWORTH RUGBY SAFARI Scope Create a marketing vehicle to put the game and culture of Rugby on television in Canada and around the world and build for the game of Rugby a higher profile than it now enjoys, so that it will be more attractive to sponsors, and create more spectator and player interest.
Situation Analysis
There are Rugby teams all over the world.
Southern Ontario has more teams except for British Columbia, than any province in Canada.
Women's Rugby is the fastest growing women's sport in Ontario, per capita.
It is difficult to obtain sponsorship for Rugby teams, and even in international Rugby events the advertisers gets very little publicity out side of their clubs for their dollars.
Rugby teams run solely on sponsor donations and membership dues, and rugby teams have been at the mercy of sponsors for the increase of rugby visibility.
Rugby teams are too small to take the responsibility for making rugby more publicly visible.
Provincial and National Associations are too busy running rugby to market themselves effectively, and government grants are too restrictive and unreliable. Opportunity-A video broadcast of rugby is an opportunity to make rugby visible and to allow rugby teams to take the drivers seat and bring the sponsors along for the ride. ie: Hockey Night in Canada is a hockey vehicle and Molson's and Labatt's fight over the sponsorship of this vehicle.
Posting video on the internet reaches an international audience. The Web allows individuals to be not just advertisers and producers but to be television stations and to reach distant countries with their information. Also distant countries can send us clips of digital video and stills to an E-mail address on our Web site and we could use the information and include a section on foreign rugby games around the world. Rugby Video Postcards could become a popular way to exchange information and techniques with teams around the world. Purpose-Sponsors of Rugby want value for their money. A high profile and exotic video program would give Rugby the visibility it needs to attract large corporate sponsorships, who would want to reach youth and teen markets.
(ie: Nike, Reebok, Pepsi, Guiness).
We want to create a rugby culture atmosphere that an advertiser would be happy to partner with and which would also attract a lot of young viewers to give our sponsors the best bang for they're buck. Objectives
Strategically create an advertising/marketing vehicle for the promotion and advancement of the game of rugby in Canada and the world.
Promotion of Rugby locally as a local and world wide and internationally accepted sport
Promote regional and international locale in partnership with and for the travel tourism industry. ie Air Lines.
Promote local professionals, local industry, community BIA's and City Economic Development, and Tourism programs
Promote and attract new young players to the game of Rugby.
Investigate history and inter-cultural events (ie International Touring Teams:Samoa, Argentina, South Africa, Japan, Italy, Figi).
Show players socializing and having fun in local and international competition.(ie when Lawrence Park Secondary School in Toronto took the school rugby team to Figi Island for a school rugby tour)
Rugby creates international social, industrial, and commercial connections through the ambassadorship of competitive sports.
Rugby is exciting and entertaining, visually dynamic sport. Target Audience-The main target group for this video will be upper middle class university and college educated young singles. Single young professional men and women between 18 and 34 University and, College Students, High School Students and expatriates from countries which already have brought Rugby culture interests from home. (ie Wales, NewZeland, Austrailia, France, South Africa, England, Irland, Scotland et al) ie(There are more rugby clubs in Japan than in any other country in the world.) Communication Objectives-We will focus on a single game, up close interviews with players and coaches and secondarily show clips of rugby action over the top of interview documentary voice over. This is done to create an intimate experience with the teams and allow for the opportunity to get to know who the teams represent, who the players are, and who the sponsors are, what the team objectives are, and primarily understand the local culture of a town/community through it's Rugby team.
A rugby game brings the cultures of 2 towns or districts together, whether neibours or from other parts of the world.
Where the players work for instance and what their profession or business is, will allow us to expand into the economic development of the community at large, promoting the area, the industrial make up and the area's leisure industry. A local personality who used to play rugby or is an old boy or is just facinated by the sport may be useful as a guest on the show and may add a unifying element to the story outline. Sometimes the less they know about Rugby, the more questions they will come up with for the general audience and the more interest they will show, like guests on a fishing show or cooking show.
Communication Objectives Continued Community -There is a small fan following of Rugby and Rugby is mainly a player sport. We will attempt to expose the community to their local Rugby team to generate interest and fan support from young players who may play football, soccer, basketball or hockey. Rugby contains elements from all of these games, and allows players of differing and varied body sizes to participate.
Team-The team will have an opportunity to rally around the video event and take direct control in participating in how they are perceived. With some direction and pre-event planning we will create a positive promotion and community impact for the team. Teams will encourage the community to contribute to their local charity in a cross promotion of the event. (ie, Muscular Dystrophy, Local Hospital, Arthritis, Breast Cancer, Big Brothers and Sisters, The Lung Association, etc.)
Players-Key players will be chosen from the team for their involvement in the community and family as well as their involvement with the team. Their talent as an entrepreneur or tradesman will be just as important to the program as how the player plays Rugby. We will get some 'pick up shots' of the player at work or in a business environment. Most importantly showing who he is, and how he effects the community and that he plays Rugby on weekends. The player will be chosen for his or her positive impact on the community.
Sponsors-Sponsors will honour the team with an award for community involvement and achievement. This will be presented on the video in the form of a trophy or cash a charitable donation to the teams chosen charity or community effort. The focus of the video will be 'How can we best benefit the community?'
Promote Rugby-Rugby promotion can only really advance forward with community involvement. Sponsors will promote community work and not just a rugby game. Rugby will be the bi-product of a strong community involvement. Rugby will be the vehicle for industry, small business and community to meet. Rugby Safari will bring them together.
Entertain-Rugby bodies crashing, mud, tackles and cleaver ball play are elements of the most exciting and entertaining of human action and interaction. (I am personally tired of watching skate boarders crashing.) Players experience high adrenaline action greater than anything displayed on the top prime time television shows(Real TV, and Cops). It will be our task to bring this drama, action and high risk to the TV screen with the most intimate images in picture and sound possible.
Inform-Our viewer will learn something about their world around them. Whether it be a local Rugby team or an exotic event we will pack the program with facts and interesting commentary. Rugby Safari will be an information adventure for the traveler/viewer combined with exotic foods, fitness tips, sports equipment, fashions, electronic toys, technology and the excitement of a Rugby game. Creative Concept-To portray an intimate environment in the club house, and on the Rugby field, we shall use small hand held video cameras with sound capabilities, to follow the action closely and cameramen could be strategically placed on the field and wear black and white striped referee sweaters/vests (although there is only one referee in Rugby) so as not to interfere with the look and performance of the game. We will also shoot from the roof of the production vehicles to get the best view and for the game as most Rugby pitches (fields) don't have stands. The program on the whole will be shot in a documentary fashion rather than a football game format to get the feeling of intimacy rather than a stadium ambiance. The score and setting up an important try will be the high-lite. Although the entire game will be shot, edited and available to viewers through telephone and web site mail orders.
Dialogue is the key to keeping the program flowing and creating a beginning, a middle and an end. This will create a program with the intimacy of a fishing show or similar to Country Canada or Cooking With 2 Fat Ladies. This way you will get to meet the characters, tell some interesting stories, watch them play rugby and share information with the audience.
Every camera will be a host and use the MuchMusic Videographer Journalist format. All of the shooting will take place the day of the game.
There will be an introduction and closing commentary from our narration team/host. Promotion The teams will be representing their communities. Economic Development, Travel and Tourism, will be the central focus of the video. The Rugby community across Canada will be invited to add material to promote, and sponsor this program. Funding will come from Rugby team connections and teams and team players will be rewarded on a commission basis for sponsorships. We will be bringing 2 communities together for a cross cultural experience or a local rivalry but the focus will be on community. Every Canadian Rugby player will be an agent for Rugby Safari and an ambassador for the game of Rugby and their community. Advertising This Rugby program will become a free flowing dynamic infomercial for all kinds of fitness/lifestyle related products. Rugby is a family event when dad or mom is playing. There will be opportunities to promote anything from food and beverages, pharmaceuticals, fitness equipment, hot cars, motorcycles, snowboards, laptop computers, cell phones, sunglasses, exotic sportsware, municipal events, restaurants, food, economic development, and generally showing young men and women enjoying a full fast paced youth oriented lifestyle, wearing the right clothes and using the latest gadgets and having fun. Sports Illustrated magazine has found that sportsware fashions and advertising dollars is driving their publication numbers and is devoting 4 special issues to this young market niche. Marketing Sportsware Fashion will be the underlying theme in any Team T-Shirts, Hats, and various promo items offered via the internet or mail order which would also generate funds for each team that has been previewed, plus a portion of video sales. This would make having the Rugby Safari visit be an attractive asset for a club. Program T-shirts and hats would also be available, as well as classic club ties, rugby shirts, crests, mugs and pins, etc. The Rugby Safari video series will also be available for sale on video tape through our web site, reaching an international audience, and from the address given at the end of the show. Product placement of motorcycles, cars, jet boats, clothing, sports bags, what ever, will be stategically used within the body of the video.
POSSIBLE SPONSORS
Down Under Road House Firkin Group Naya Addidas Canada Sport Check Pizza Pizza Monilex Pay Per View City of Hamilton-Wentworth Metropolitan Toronto Loblaws-Presidents Choice Dave Nichols-Dave's Canada 3000 Holiday's CP Hotels and Resorts Ontario Ministry of Culture and the Arts Wilkinson Sword Chrysler Trucks Stelco Casino Niagara Pellam Estates GM Hummer Fido Advantage Sunquest Brick Brewing Co. Gold Crown Brewery Old Mill Brewery Wellington County Brewery F & M Brewery Sleeman Brewing and Malting Royal Bank De Beors Outline of Video-The Safari arrives in the town and we do a brief visual description of the area and antisipation of 2 communities coming together to compete in a rugby match. There is usually one main sponsor for a rugby club and it is usually a brewery, pub or restaurant that wants the team's continued business and we open each program this way like an exotic travel show. Introduction We introduce the hosting team president or city officials or team managers, pub owners and hear from them what their town and people in the town are like. Visit the club house and hear about team strengths, strategies and history.We also introduce the challanging club as they come on to the field. We watch the teams warm up as we receive instruction with the players for some warm-up stretching, an overview and background of some of the players in key positions, weather conditions and then kick-off. The portion of Rugby Safari can take the slant of an informercial for a City, a Company, a Sponsor, Business, Project or Service. The Game Slowmotion is a an important element in the look we are able to achieve on the field. We will not see a complete unedited game in the broadcast version but we will show key portions of the game and give scores or pick up from a point of interest and segue into equipment used, training techniques, team history and other features in the game. The game will be taped in it's entirety and you will be able to order the complete edited tape of the game and program, or pick it up on pay per view. The Close The program will close with the players, both teams together in the clubhouse, Some up close personal discussions of the action in the game; the ref; a controversial goal; or a brilliant play. Clips will be added to the player descriptions and thus be an extension of the game portion of the video. This section will be called Rugby Studs. A brief and fast paced commentary on the game through a players and fans eyes. Groups of one, two or three will be shot speakers corner style to have there say. Wrap Up Wrap up will contain a song, a challenge or an entertaining piece of fun or presentation from the hosting team as the hosting teams hallmark on the program. Titles, Credits, Sponsors We call it a day and show the closing credits over video of the 2 teams shaking hands coming off of the muddy field at the end of the game on a warm friendly note to end the program. The Rugby Safari vehicles continue on down the road. Total Length of Program :27 minutesCommercial Spots 12 @ 30seconds each/24 @ 15seconds each/ It will be the responsibility of Rugby Clubs across Canada to find the sponsors to fill the advertising spots and keep the program on the air. This program will be aired totally by outside sponsorship and not by rugby clubs. Rugby Clubs will be welcome to buy advertising or advertise national and local events to themselves. Or there will be a bill board section built as a commercial into the program. We will keep news and dates out of the actual program as this will date and obsolete the program more quickly.Rationale-The Rugby Safari program must be created with quality content and quality production elements so that when it is aired we and sponsors will be proud of what we see and who we are. Like putting on a new suit of clothes. This program will elevate the esteem of struggling Rugby teams and a financially struggling league. The better we feel about ourselves, the more attractive we will become to players and sponsors. We will also start to generate an audience following, which in the past has been very week in Canada. This is a way for rugby to market itself to the public at large and market itself, to itself, and gain a following, starting in Ontario and reaching across Canada and around the world.
Rugby Team Financials and Facts-Dues to be a playing member of a Rugby club are approximately $125.00 per season. It costs rugby club about $5000.00 to play one team for a season in any division in the Ontario Rugby League. Some clubs have 3 teams. There are only 15 players per team. RUGBY SAFARI PILOT VIDEO
Canadian Rugby Club List Abbotsford Rugby Football Club 31929 Mercantile Way Abbotsford BC 604-859-3399 Alberta Rugby Football Union 11759 Groat Rd Edmonton AB T5M 3K6 403-453-8627 Atlantic Rugby Supplies 5240 Blowers Halifax NS B3J 1J7 902-425-0326 B C Rugby Union 1367 W Broadway Vancouver BC V6H 4A7 604-737-3065 B C Rugby Union Fax Line 1367 W Broadway Vancouver BCV6H 4A7 604-737-3916 Barbarian Rugby Wear Inc 575 Trillium Dr Kitchener ON N2R 1J9 519-895-1932 Brampton Rugby Union Football Club 7065 Kennedy S Brampton ON 905-451-2738 Burlington Centaurs Rugby Club 5130 Fairview Burlington ON 905-333-0940 Burnaby Lake Rugby Clubhouse 3760 Sperling Ave Burnaby BC V5B 4X5 604-299-0122 Calgary Hornets Rugby Club 5721 1a St SW Calgary AB 403-640-4732 Calgary Irish Rugby & Field Hockey Club 4334 18 St NE Calgary AB 403-291-5181 Calgary Rugby Union Ofc 7905 Macleod Tr S Calgary AB 403-255-9199 Calgary Rugby Union Ofc Clubhse 7905 Macleod Tr S Calgary AB 403-258-0322 Canadian Rugby Union 1600 James Naismith Dr Ottawa ONK1B 5N8 613-748-5657 Capilano Rugby Clubhouse The 1910 Glenaire Dr North Vancouver BCV7P 1Y1 604-980-6738 Centaurs Rugby Football Club 10115 93 St Grande Prairie ABT8V 1Y1 403-538-2608 Clansmen Rugby Football Club 11060 111 Ave Edmonton AB 403-471-3032 Cowichan Rugby Club 1860 Herd Rd Duncan BC V9L 4T6 250-746-7513 Crusaders Rugby Club 2214 9th Line Oakville ON L6J 4Z2 905-338-7533 Dogs Rugby Football Club The 57 New Gower St St John's NF A1C 1J4 709-722-3647 Douglas Rugby Club 649 Front New Westminster BC 604-522-0361 Druids Rugby Football Club 10839 91 St Edmonton AB 403-420-0726 Edmonton Rugby Footall Club 1904 167 Ave Edmonton AB 403-473-1331 Edmonton Tiger Rugby Club 3004 92 St Edmonton AB T6N 1G8 403-450-1001 Ellerslie Rugby Park 10950 Ellerslie Rd SW Edmonton AB T6W 1A2 403-988-5245 Eton Rugby Hall Eton Rugby Oxdrift ON P0V 2J0 807-937-5811 Ex-Britannia Rugby Club 3854 Commercial St VancouveBCV5N 4G2 604-874-8044 Federation Canadienne De Rugby1600 James Naismith Dr OttawaONK1B 5N8 613-748-5657 Fletcher's Field Rugby 2743 Nineteenth Ave Gormley ONL0H 1G0 905-887-7396 Halifax Rugby Football Club 5559 Bilby St Halifax NSB3K 1V4 902-455-4318 Hamilton Hornets Rugby Football Club Inc Upper Kenilworth Hamilton ON 905-575-3133 Just For Kicks-Soccer&Rugby Equipment Super Valu Plaza Rothesay NB 506-849-1849 Just For Kicks-Soccer&Rugby Equipment Facsimil Super Valu Plaza Rothesay NB 506-847-1094 Kamloops Rugby Club 471 Chilcotin Kamloops BC 250-374-9988 Kelowna Rugby Club 919 Ellis St Kelowna BC V1Y 1Y9 250-762-4338 Kincardine Barbarians Rugby Club 913 Macdonald KincardineONN2Z 1A2 519-396-1233 Lethbridge Rugby Club Box 572 Lethbridge AB 403-328-0422 Lethbridge Rugby Club Bookings & Messages 3305 9 Av NLethbridge AB 403-328-0411 Lionheart Rugbywear Inc 270 SW Marine Dr Vancouver BCV5X 2R5 604-327-1514 Lionheart Rugbywear Inc Fax Line 270 SW Marine Dr VancouverBCV5X 2R5 604-327-1016 London Rugby Football Club Po Box 6 Stn B London ON 519-472-6749 Manitoba Rugby Union Inc 200 Main Winnipeg MB R3C 1A8 204-925-5664 Maple Grove Rugby Park 190 Frobisher Rd St Vital MB R2N 3Z1 204-255-7311 Nanaimo Hornets Rugby Football Club 6700 Dover Lantzville BCV0R 2H0 250-390-2121 Nanaimo Hornets Rugby Football Club Bar 6700 Dover Lantzville BCV0R 2H0 250-390-2133 National Rugby Post 13228 76th St Edmonton AB T5C 1B6 403-476-4658 National Rugby Post David C Graham Res 13228 76 St Edmonton ABT5C 1B6 403-476-0268 Ontario Sports & Recreation Centre Inc Rugby O1185 Eglinton Av ETorontoONM3C 3C6 416-426-7144 Ottawa Irish Rugby Club 486 Thessaly Cir Ottawa ONK1H 5W5 613-521-2010 Outlaws Rugby Club Sherwood Park AB 403-449-1793 Penticton Harlequin Rugby Club 393 Rigsby St Penticton BC V2A 5S8 250-492-5839 Pirates Rugby Football Club 1904 167 Ave Edmonton AB 403-473-1331 Pocomo Rugby Club 105-15 Braid New Westminster BC V3L 5N7 604-524-1553 Port Alberni Black Sheep Rugby Club 4102 Hollywood Port AlberniBCV9Y 7L6 250-723-7412 Powell River Otago Rugby Football Club 6821 Church Powell RiverBCV8A 3X2 604-483-3939 Red Deer Titans Rugby Club Penhold AB T0M 1R0 403-886-5425 Regina Rugby Union Club House 4025 25th Ave Regina SK 306-585-1229 Regroupement Loisir Quebec Organismes Rugby F 4545 Pierre-De-CoubertinMontrealPQH1V 3N7 514-252-3189 Richmond Rugby Club 3111 Aylmer Richmond BC V7B 1B7 604-270-4524 Rugby G W G Distributing 1548 Alexander Winnipeg MB R3E 1L8 204-783-8112 Rugby Lake Lodge Rugby Lake Oxdrift ON P0V 2J0 807-937-5653 Rugby Montreal Irish Football Club 707 Rgdela Vallee Sainte Julie PQ 514-649-1387 Rugby North America 3981 St Laurent Saint Laurent PQ 514-842-1221 Rugby Ontario Union 1185 Eglinton E Toronto ON M3C 3C6 416-426-7144 Rugby Ottawa Irish Club Ottawa ON 613-521-2010 Rugby Springbok 440 Eglinton E Toronto ON M4P 1M2 416-481-0333 Rugby Upholstery Services Hwy 605 Oxdrift ON P0V 2J0 807-937-4628 Rugby Upholstery Services Facsimile Hwy 605 Oxdrift ON P0V 2J0 807-937-4629 Saint John Trojans Rugby Club 162 Prince William Saint John NBE2L 2B6 506-658-0886 Saints Rugby Club 3003 15 St NE Calgary AB 403-250-2904 Sarnia Saints Rugby Club Norm Perry Park Sarnia ON 519-337-4194 Saskatchewan Rugby Union John Schofield - Exec 2205 Victoria Ave ReginaSKS4P 0S4 306-525-4009 Saskatchewan Rugby Union John Schofield - Exec 2205 Victoria Ave ReginaSKS4P 0S4 306-780-9409 Soccer & Rugby Supplies 7170 Warden Unionville ON 905-470-0069 Sport B C Resident Assns Rugby 1367 W Broadway VancouverBCV6H 4A7 604-737-3065 Sport Manitoba Member Associations Rugby Union 200 Main Winnipeg MB R3C 1A8 204-925-5664 St Albert Rugby Football Club 51 Riel Dr St Albert AB T8N 5B4 403-458-1427 St Albert Rugby Football Club Fax 51 Riel Dr St Albert AB T8N 5B4 403-460-4434 Sum Rugby 218-8180 Jones Richmond BC V6Y 3Z6 604-278-3991 Swilers Rugby Club The 100 Crosbie Rd St John's NF A1A 5C6 709-739-7597 Twin Elm Rugby Park 4075 Twin Elm Rd Richmond ON K0A 2Z0 613-838-2029 Vancouver Rugby Union 3388 Duval North Vancouver BCV7J 3E6 604-988-7660 Wanderers Rugby Club Harwood N Pickering ON 905-686-0957
Rules of Rugby
Rugby Video News Letter From Around the World
Rugby Union International Playing PopulationAndorra 426 Austria 380 Australia 109,892 Argentina 12,500 Bahamas 300 Barbados 280 Belgium 3,969 Bermuda Bosnia Botswana 240 Brazil Bulgaria 1,600 Canada 22,080 Cayman Croatia 2,400 Czech Republic 3,030 Chile 11,855 Cook Islands 2,000 China 5,800 Chinese Taipei 2,200 Denmark 3,652 England 450,000 France 363,241 Fiji 85,060 Georgia 2,540 Germany 4,000 Gulf 1,200 Guyana 200 Hong Kong 6,700 Hungary 1,580 Ireland 50,033 Israel 665 Italy 35,904 Ivory Coast 6,757 Jamaica 5,000 Japan 163,000 Kazakhstan 174 Kenya 2,800 Korea 1,715 Latvia 1,370 Lithuania 930 Luxembourg 374 Madagascar Malaysia 6,500 Moldova 860 Monaco Morocco 7,800 Namibia 4,340 Netherlands 10,322 New Zealand 127,833 Norway 500 Papua New Guinea 15,300 Paraguay 1,789 Poland 2,850 Portugal 4,249 Romania 16,000 Russia 10,600 Scotland 50,200 Singapore 4,050 Slovenija 668 South Africa 362,031 Spain 20,736 Sri Lanka 4,300 St. Lucia 90 Swaziland Sweden 6,140 Switzerland 2,390 Tahiti 500 Thailand 3,500 Tonga 2,500 Trinidad & Tobago 1,080 Tunisia 4,355 Uganda 500 Ukraine 2,370 USA 61,450 Uruguay 3,360 Wales 30,000 Western Samoa 18,613 Yugoslavia 520 Zambia 5,600 Zimbabwe 3,000 |
|
Copyright or other proprietary statement goes here.
|
