The Lions Den and Lions Theatre have been shortlisted for an award at the prestigious Travel Marketing Awards in July.
Both of these live events were incredible fan experiences at last year’s British & Irish Lions Tour to Australia as part of the official travel programme delivered by Lions Rugby Travel. Lions Rugby Travel is a partnership with British Lions Limited and Mike Burton Group, part of Destination Sport.
The Lions Theatre was an all-seated event for more than 5,000 fans on the eve of the last two Test matches in Melbourne and Sydney and featured stunning Lions life stories with the biggest legends, a game show and analysis, hosted by ITV’s Ben Shephard.
On matchday, the Lions Den has become the biggest pre-match rugby party anywhere. With live music, entertainment, performances from more than 40 Lions legends, Q&As with squad players and chairman Ieuan Evans, food, drink and sponsorship activations, thousands of Lions fans created an incredible atmosphere before kick off.
Both events have been nominated for Brand and PR Activation of the year. In a five-brand shortlist, they will come up against Cunard, Louisville Tourism, Loveholidays, TUI UK and Ireland for the top gong on Thursday 16 July at the London Marriott Grosvenor Square.
In 2024, at the same ceremony, Lions Rugby Travel won travel brochure of the year for the Priority Access Pass brochure for the 2025 Tour, so here’s hoping for a special double!
The category recognises an activation that has successfully captured public attention, generated buzz, and created memorable experiences for the target audience. Judges will look for an entry that has not only entertained and engaged participants but also delivered tangible results and positively influenced the brand’s position in the industry
“It’s great these two events have been recognised. They have helped redefine the fan experience and are now key to the overall Lions travel programme. It’s recognition for everybody who worked on them so hard.”
“Lions Den and Theatre are the benchmark for sporting events so it’s fantastic to be nominated again and we are in great company alongside some house-hold brands. It goes to show the impact they have on the Lions project.”
To learn more about Mike Burton Group, click HERE.
