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WRU Rugby Camps

Booking The Rugby Stars of Tomorrow


The Intro

The Welsh Rugby Union (WRU) is the governing body for rugby in Wales, overseeing all levels of the sport from minis and juniors, to grass roots, clubs, regions, and the international teams for both men and women.

With its home at the world-famous Principality Stadium in Cardiff, the WRU is one of the most recognisable global brands to emanate from Wales.



Their Needs

The WRU were in need of a new online booking system for the children’s rugby camps which they run across the Dragons Region and in North Wales. With a full programme planned for the 2017 summer holiday period, the WRU wanted the system in place in time to capture new bookings for each of the courses. This system needed to be easy to use and fully accessible to parents on any device, to encourage increased bookings through this channel. It also needed to cut down on the amount of manual admin tasks that WRU staff had to undertake in the lead up to each camp.


Our Challenge

  • Create a new responsive booking platform to work on all digital devices, delivering a positive customer experience for parents
  • Provide a solution that ensured all essential pre-camp information was gathered in a way that was easy for parents, while minimising admin tasks for the WRU staff
  • Adhere to the WRU brand guidelines and ensure the customer journey was fully compliant
  • Deliver a facility that allows WRU management to capture client data and booking histories, to aid with future marketing activity
  • Provide up-to-the-minute reporting on revenue, booking numbers, and course registers
  • Deliver the full system, designed, developed and rolled-out in a very short timeframe to take bookings for their summer 2017 programme


The Work


UX is a fundamental first step in all our booking platforms, with our design and digital team working with the WRU to ensure that the booking journey followed a fast and logical pathway for parents, across all devices.

The Work


The WRU is an iconic brand in Wales, globally recognised across the rugby world, and a prominent name in UK sport. Therefore, it was imperative that the design of the booking journey was in keeping with the organisation’s brand guidelines. This meant that customers never felt as though they were being taken off to a 3rd party website for their bookings.

The Work


  • thinkBooker delivered improved customer experience through a quick and easy booking journey and the ‘My Bookings’ area allowing parents to add essential pre-camp details in a simple, convenient process.
  • Manual admin tasks were greatly reduced thanks to automated emails and camp register production.
  • The thinkBooker system is fully integrated with the WRU’s CRM solution, transferring customer data and transactions for analysis and future marketing campaigns
  • On the day ‘walk-up’ bookings can be taken quickly and easily on a mobile or tablet thanks to the responsive back-end dashboard.



Key results since the launch of the site have included:

3x return on investment The system achieved 3 times the Return on Investment by end of the first month.
return bookings Already seeing returning customers, booking for the next run of camps
4 week turnaround It was designed and delivered in less than 4 weeks


"We’re absolutely delighted with our new online booking system and with the professionalism and efficient service that the thinkBooker team have provided. Booking rates have been excellent, and we’ve noticed a huge reduction in admin that’s allowed our staff to be a lot more productive with their time." Sarah Nash
Marketing Officer, Welsh Rugby Union