Rwanda’s rugby players have returned home after another hugely successful tour to Hong Kong in which Two Up Front once again played a key role.

The sports PR company continued its pro bono work for the Rwandan Rugby Federation, helping increase media and public awareness of the team’s achievements and the positive effect these are having on the East African country’s burgeoning rugby scene.

“Since we started working with the Rwandans some 15 months ago, rugby in the country has undergone a revolution,” said Two Up Front project director Simon Wait.

“The national team has undertaken two successful tours to Hong Kong which have generated a massive amount of positive publicity and resulted in generous kit and equipment donations from Hong Kong clubs.

“More young players have taken up the sport in Rwanda and the world famous Penguins Coaching Academy has visited the country to conduct a series of clinics.

“And the icing on the cake is that the Rwandan Rugby Federation has at last secured a home pitch in the capital, Kigali, meaning the sport now has a proper base from which it can continue to grow.”

Rwanda’s national team, the Silverbacks, reached the Cup semi-finals in last week’s Altus Kowloon RugbyFest and then completed a Level 1 coaching course organised by the Penguins Coaching Academy.

Many of the players also took part in the annual Bali Memorial Game at Hong Kong Football Club. The match, between the Pot Bellied Pigs RFC and HKFC Vandals, has been played every year since 2003 in memory of those who lost their lives in the 2002 Bali bombings, including 12 players and supporters from Hong Kong.

The entire Rwandan squad then attended the iconic Hong Kong Sevens, enjoying the atmosphere of the tournament’s infamous South Stand.

The Silverbacks took home dozens of brand new sets of playing strip, hundreds of unused boots, plus tracksuits, training gear and T-shirts – all donated by the Hong Kong rugby community. The equipment will be given to teams competing in Rwanda, where enthusiasm is plentiful but decent kit is more difficult to come by.

The collection – centred at the Harbour Plaza Hotel in North Point – was organised by Hong Kong Rugby Football Union director of development Ruth Mitchell, who co-ordinated a similar initiative during Rwanda’s first tour a year ago.

Two Up Front’s rugby portfolio includes publishing the official souvenir programme and pocket guide for the Hong Kong Sevens.

In addition, the company handles PR for the Ballantine’s Championship golf tournament in Korea and the HKFC International Soccer Sevens in Hong Kong.

Two Up Front is making its first foray into the music industry with an agreement to help handle PR for the forthcoming Hong Kong concert by iconic rock guitarist Slash.

The man behind the Guns N’ Roses mega hit Sweet Child O’ Mine will be kicking off Hong Kong Sevens week with a gig at Star Hall KITEC on Tuesday 22 March.

Two Up Front has signed a deal with concert promoter LAMC Productions (HK) Ltd to conduct a PR campaign that will specifically target rugby fans.

“Sweet Child O’ Mine is one of the signature songs of the Sevens and the gig is sure to appeal to the many rugby fans who attend, whether they are living in Hong Kong or visiting from overseas,” said Two Up Front project director Simon Wait.

“With our strong background in rugby PR and publishing, plus our extensive contacts in the sport, LAMC Productions felt we would be the perfect partner to help reach out to the rugby community.

“We’re excited to be venturing into what is a new field for Two Up Front and the Slash concert will make Sevens week even more fantastic than usual.”

Sweet Child O’ Mine has grown into a Sevens anthem, with fans greeting its unmistakable guitar intro with huge roars of approval. Slash’s live appearance in Hong Kong promises to be a memorable evening of rock ‘n’ roll and a fitting way to get the party started before the Cathay Pacific/Credit Suisse Hong Kong Sevens on 25-27 March.

Having made his name with Guns N’ Roses and earned a reputation as one of the greatest rock guitarists of all time, Slash is now flying solo and released his eponymous album Slash last April.

Singing with Slash will be renowned vocalist Myles Kennedy from rock group Alter Bridge while other members of his band will be Bobby Schneck (guitar), Todd Kerns (bass) and Brent Fitz (drums).

The Slash concert increases Two Up Front’s central role in a busy Sevens week. The company already publishes the official souvenir programme and pocket guide for the Sevens and will once again act as PR consultants to the Rwandan national rugby team, who will be playing in the Altus Kowloon RugbyFest in the lead-up to the Sevens.

Rwanda’s pioneering national rugby players will return to Hong Kong in March and Two Up Front will once again play a key role in raising awareness and generating positive publicity for the team.

The Silverbacks – named after Rwanda’s signature mountain gorillas – will make their second appearance in the Altus Kowloon RugbyFest and undertake an IRB coaching course.

Two Up Front staff will once again donate their PR services and networking expertise free of charge to help ensure the tour is a success both on and off the pitch.

“The Rwandans’ first visit to Hong Kong earlier this year was a tremendously worthwhile exercise and we’re very happy to be involved in their return,” said Two Up Front editorial director Niall Donnelly.

“Like many in the Hong Kong rugby community, we will be pitching in to help. The more positive publicity we can attract, the better it is for the development of Rwandan rugby.”

The Silverbacks captured the imagination of press and public alike with their historic 11-day trip to Hong Kong, their first tour beyond East Africa, last March. Their ground-breaking visit was covered by TV news crews, documentary makers, radio reporters, newspapers and websites – resulting in an avalanche of positive publicity.

The PR campaign surrounding the Rwandans’ visit was organised by Two Up Front. In addition, the company used its extensive rugby connections to help arrange training sessions with elite teams and a coaching course conducted by the renowned Penguins Coaching Academy.

The Rwandans capped their tour by attending the world famous Cathay Pacific/Credit Suisse Hong Kong Sevens as spectators.

Their historic visit resulted in numerous benefits back in Rwanda. More young players took up the sport while playing kit and equipment donated by Hong Kong clubs was put to good use.

Two of Scotland’s top coaches – former national team coach Frank Hadden and Scottish Rugby Union referee development manager Colin Brett – visited the country last month to conduct a series of clinics, once again organised by the Penguins Coaching Academy.

And the Rwandan Rugby Federation is close to securing a home pitch, with talks on leasing a playing field in the capital, Kigali, entering the final stages.

The 2011 Altus Kowloon RugbyFest will take place on 23 March and the Silverbacks will be aiming to improve on their previous appearance when they reached the second-tier Plate final.

Two Up Front currently handles PR for the Ballantine’s Championship golf tournament in Korea and the HKFC IP Global International Soccer Sevens in Hong Kong.

In addition, the company publishes the official souvenir programme and pocket guide for the Cathay Pacific/Credit Suisse Hong Kong Sevens.