Inside Japan Rugby: A website to celebrate a sporting spectacle

The Rugby World Cup is coming to Japan in 2019, and promises to be the most exotic, exciting and extravagant sporting spectacle for a generation. To accompany this, specialist tour operator Inside Japan Tours (‘IJT’ is part of the Inside Asia Tours parent company) has launched a brand new selection of Rugby World Cup packages and approached Wild Dog to design and develop the accompanying site.


The design challenge was to create something that complemented the ‘IJT’ brand site but also a distinct experience that stood on its own; complementing the theatre, excitement and uniqueness of this once in a lifetime experience. IJT’s expert knowledge is second-to-none, and their experience and heritage needed to be portrayed. However, unlike a traditional travel site, it was clear that for most potential customers, rugby was the draw whilst also satisfying travel companions whose primary desire was to experience Japan.

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Our approach:

Our aim was to create something that balanced IJT’s passion and incredible knowledge for Japan, combined their passion for the Rugby and one of the greatest sporting events.

The new IA (information architecture) was geared around giving users a focused journey to register or investigate specific packages. At the hearty of each suggested package or tailor-made option, the match schedule is woven into the itinerary in order that the booker can plan their trip around the World Cup Fixtures. Clear links to enquiring and booking both the match tickets is offered, with strong call to actions throughout the site enabling the viewer to ‘package’ up their unique trip to coincide with this most unique sporting event.

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