It has been a challenge building a promotion around the Rugby World Cup in Melbourne. While we have embraced the promotional materials from newsXpress, we don’t have sufficient core product to make it really work for us. In an ideal world, I would have liked: a special edition of Alpha; a related scratch ticket game; some more feature magazines or one-shot publications; RWC tie-in in Zoo Weekly; and, an activity pack for kids to get behind the Wallabies. This collection of products would have helped make the promotion stronger in a state like Victoria where the connection with rugby is not as strong as elsewhere.