Welsh rugby triumphed at last night's prestigious Rugby Expo Awards at Twickenham, taking home the top honours for the WRU's marketing team.
The winning 2012 Dove Men Series 'Our Land, Our Way' campaign used leading players Dan Lydiate, George North, Rhys Priestland and Leigh Halfpenny to capture the spirit of Wales and Welsh Rugby.
The multi-media programme inspired a nation to get behind the team and significantly maximised ticket sales for games at the Millennium Stadium.
The Awards are among the highlights of this year's Rugby Expo which has become established as a must-attend event for key figures in professional and grassroots rugby.
Craig Maxwell, Head of WRU Group Sales and Marketing, said: "We are delighted to have won the category with our campaign. The honour is testament to all of the hard work and dedication put in by all of our staff. ''
Wales head coach Warren Gatland also recieved a special award for making an 'outstanding contribution' to rugby.
As well as Gatland and the Autumn Internationals getting the top prize, WRU's Community Partner SWALEC was declared 'highly commended' in the Sponsor of the Year category for their excellent work within Welsh rugby communities.
Also shortlisted in the Sponsors category was national jersey partner, Admiral. Elsewhere the Millennium Stadium's 2013 RBS 6 Nations Wales versus England event was runner up to the Aviva Premiership Final for Event of the Year.
This year's awards were presented at Twickenham by some of the high profile rugby players, administrators and media specialists who had taken part in an exhaustive judging process.
John Hockey, chairman of Rugby Ventures, organisers of Rugby Expo said: "In a relatively short time the Rugby Expo Awards have become a valued badge of recognition and appreciation of creativity, innovation and best practice in the world of rugby.
"As the game continues to grow in and beyond its traditional markets our aim is to celebrate the achievements of those who do so much for rugby away from the field of play and encourage others to emulate and surpass their achievements.
"Our congratulations go not only to the winners but to all those who were short-listed in their categories."
WRU Chief Executive Roger Lewis, Deputy Minister for Culture, Sport and Tourism Ken Skates and WRU Chairman Gareth Davies earlier this week launched a new competition in conjunction with the WRU unveiling its archive room.
Welsh players and management joined Deputy Minister for Sport Ken Skates at the Pierhead Building, Cardiff Bay earlier this week to reveal the Union's pioneering school-club hub initiative has been so successful the project will now almost double the scale of the original project.
The Scarlets, Newport Gwent Dragons, Cardiff Blues and the Ospreys look ahead to Judgement Day III which sees the Blues take on the Ospreys (2.30) and the Dragons tackle the Scarlets (4.45pm) at the Millennium Stadium tomorrow afternoon.
Ystradgynlais and Ynysddu played out a titanic struggle at Taffs Well in the SSE SWALEC Bowl semi-final. At the end of the game neither team could be separated after a 15-15 stalemate but Ystradgynlais go through on try count.
Blues strike first in JD III battle - Newport Gwent Dragons lock Andrew Coombs, WRU referee Dylan Llyr Jones and Cardiff Blues hooker Matthew Rees decide dressing room allocations for Judgement Day III
Wales Under 18 captain Calum Haggett has received a conditional offer to read Biomedical Science at St Anne's College, Oxford. WRU chairman Gareth Davies went to meet Calum and Coleg y Cymoedd Principal Judith Evans to wish him luck in his exams and pass on some of his personal experience.
Dodgy tattoos, carthorses, Avatar and soft chins are revealed by Wales Sevens players Tom Williams and Sam Cross as they profile the Wales Sevens squad taking part in Hong Kong this weekend in the latest round of the HSBC Sevens World Series.