Wheelchair Rugby World Challenge Multicultural Engagement Campaign

Wheelchair Rugby Australia (WRA) launched the 2025 Santos Wheelchair Rugby World Challenge (WRC), a new event on the rugby calendar at Netball SA Stadium in Adelaide.

The event marked a significant milestone as it was the first time since 2018 that the Australian Steelers played on home soil, competing against five of the world’s top teams. WRA’s goal was to increase awareness and attendance among Adelaide’s multicultural communities, particularly those with national connections to the participating teams.

The Approach

CulturalPulse delivered a culturally tailored engagement campaign designed to reach six key multicultural community segments in Adelaide including: German, Brazilian, Dutch, Canadian, New Zealand, and Korean. 

• We adapted World Challenge video assets and developed culturally specific press releases for each target community.
• Distributed content through CulturalPulse’s media amplification network including community social pages, private groups, websites, WhatsApp groups, and local cultural organisations.
• Ran targeted ads through social platforms, focusing on multicultural community members in Adelaide connected to the participating countries.

The Outcome

The multicultural campaign delivered strong engagement and exceeded expectations across reach, impressions, and website traffic.

• Over 117,000 impressions delivered to targeted multicultural audiences.
• Over 76,000 reach across Adelaide’s multicultural community segments.
• Over 3,000 clicks to the Wheelchair Rugby World Challenge landing page.
• The campaign was distributed across 12+ multicultural community channels including Embassy of Brazil in Australia, Canadians Working in Australia, Brazilian Association of South Australia, Visiting Adelaide for Tourists, Korean Media in Adelaide, and Germans in Australia.