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As the official Hotels partner of the Guinness Six Nations, IHG Hotels & Resorts wanted to activate the third year of its partnership in a way that felt authentic to both brands, portrayed the future not the past of rugby fandom and would get them out of their traditional home in the travel pages, editorially.
SIX NATIONS FANCIERGE
In response to rugby fans’ evolving desire to explore and connect with host cities beyond match day, we created the IHG Fancierge; a brand new service that celebrated the new rituals of rugby.
We cast rugby legend and celebrity traitor, Joe Marler, as IHG Hotels & Resorts first ever Fancierge to test out the best, most authentic cultural experiences in Six Nations host cities and made them bookable to fans throughout the 2026 men’s and women’s tournaments.
With 80+ pieces of coverage in top tier titles like GQ, SheerLuxe, The Telegraph and Timeout, 4.4 million organic social impressions and events that could have sold out five times over, the +32% uplift in partnership awareness and +13% in masterband understanding were the cherry on cake of a brilliant executed, PR led integrated campaign.