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Fans snap up RWC Sevens programme

Hong Kong, 21 March 2005 - Two Up Front’s innovative and stylish Rugby World Cup Sevens official souvenir programme proved a big hit with fans as it sold out for the first time ever.

The 100-page programme and accompanying 64-page pocket guide were in high demand throughout the March 18-20 tournament as Sevens supporters showed their appreciation for the new-look publications.

The weekend ended with “Sold Out” notices being posted at official programme booths - leaving the Hong Kong Rugby Football Union (HKRFU) and the International Rugby Board (IRB) highly satisfied clients.

“The official programme for the Rugby World Cup Sevens 2005, this year produced together with the pocket-sized booklet, saw more sales generated in one day compared with all three days in previous years,” said delighted tournament manager Beth Coalter of the HKRFU.

“The design and layout of both publications attracted greater interest from the spectators than ever before. Both the International Rugby Board and the Hong Kong Rugby Football Union were very pleased that the RWC Sevens programme reflected the high standard that sevens rugby sets in Hong Kong.”

With the regular Hong Kong Sevens being set aside as the SAR hosted the World Cup, the HKRFU turned to Two Up Front to produce the souvenir programme for the first time. With the guaranteed presence of senior members of the International Olympic Committee - prior to a decision on whether to re-admit rugby to the Olympics - as well as the IRB, the programme was seen as a vital element in the tournament presentation.

Niall Donnelly, Two Up Front’s editorial director, said. “The feedback we received about the programme was excellent. We are satisfied that we achieved our two key objectives - to offer spectators an all-encompassing guide to the tournament while providing them with a fitting memento to a world-class event.

“The pocket guide - a concept we introduced for the first time - was particularly popular as fans found it a convenient way to keep up to date with the matches while fully enjoying the festive nature of the Sevens.”

Twenty-four of the world’s top teams contested the RWC Sevens 2005 with Fiji - winners when the tournament was last held in Hong Kong in 1997 - carrying off the Melrose Cup after beating New Zealand in the final.

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