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How To Create The Dubai Rugby Sevens

April 12th, 2012 | by Dave Crane

A few years ago, the team who created Dubai Rugby Sevens hosted the Rugby World Cup Sevens at an event so successful; it helped elevate the sport into an Olympic competition.

Continuity is the key to any annual event.

The audience needs to know what they are getting before they arrive, they have to be surprised by the way things are delivered even better than before and they have to leave looking forward to the next time.

Most event organizers have no idea how to do this properly.

It’s called engagement marketing.

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