Square in the Air were tasked with running a digital PR campaign for one of our clients during the Six Nations.

An annual rugby union tournament, the 2026 edition was one of the best yet, with a number of thrilling games and results, with France ultimately emerging as victors.

SITA were required to select a campaign ambassador that could make headlines, liaise with target media and deliver a set total of backlinks to enhance SEO efforts for our client.

ACTIVITY

SITA selected 2003 Rugby World Cup winner Jason Robinson as the campaign ambassador, fondly remembered for his impressive career in both rugby union and rugby league.

This selection opened up opportunities to work with journalists across national, regional and rugby-specific publications to both speak with Jason on an arranged Zoom call, and send questions to get Jason’s exclusive insight into a range of trending topics.

The team also spoke with Jason to distribute targeted press releases to media in the run-up to the final weekend of Six Nations action.

RESULT

SITA delivered our client an impressive range of print and online coverage with leading titles.

In print, Jason’s quotes were published across the Daily Mail, Daily Express and Hull Daily Mail.

Online, the quotes featured in national titles (Daily Mail, Daily Express), rugby sites (Planet Rugby), regional outlets (Hull Daily Mail, The York Press, Devon Live, Bradford Telegraph and Argus) plus influential Scottish and Irish publications (Daily Record, Belfast Live and Irish Mirror).

The campaign showed that with the right talent and timed correctly, rugby union campaigns can result in impressive client results to help diversify link profiles.