Industry News

Twickenham seeks to attract incentive events

Twickenham Stadium, the home of the Rugby Football Union (RFU) and England national team, has launched a campaign to attract more incentive events to the venue.

The campaign is targeted at existing and new customers looking to extend their meetings in the stadium to include an incentive element.

The London-based stadium will be launching a series of summer events packages, including on and off the pitch options and incentive extensions, with Twickenham seeking to encourage more incentive business to take advantage of the inherent brand values of the venue.

The RFU has a number of core values that Twickenham has adopted within the culture of the meetings and events division. They include leadership, sportsmanship and teamwork. Twickenham recently launched a report that showed the importance of brand alignment in venue selection and it said the opportunity for customers to use the RFU values will be a key USP for the venue.

Nils Braude, catering and conference events director at Twickenham Stadium, said: “Many of our clients come to underline a message to their staff, or enhance their own brand values through ours, and teamwork is one that really resonates with them. These values have extra power when communicated as part of an incentive programme at the stadium.

“We already have a great response from our clients to pre-event receptions, barbecues on the pitch, or stadium tours, but incentive programmes open up a lot more options within the stadium.

“There is a great opportunity to bring teams together through the sport, either by trying it out in a fun way, or recreating great teamwork moments on or off the pitch. It’s something unique that the heritage of the venue offers.”

Image: David Roberts