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."
The Webb Ellis Cup visited Lampeter on Monday to recognise the fact that the town is celebrating a major milestone as it is believed the first ever game of rugby played in Wales, was in fact played in Lampeter 150 years ago.
Cardiff Blues U18 Girls will go into Sunday's Gemau Cymru with an extra spring in their step after Welsh internationals Elinor Snowsill and Philippa Tuttiett offered some last minute tips at a training session earlier this week.
Rob Howley and Josh Lewsey addressed more than 250 community club coaches and referees at the first WRU National Community Conference on the weekend. The volunteers benefitted from coaching masterclasses and workshops in a bid to connect all levels of the rugby pathway in Wales.
UEFA has today confirmed the Football Association of Wales (FAW) has been successful in its bid for the Millennium Stadium to host the 2017 UEFA Champions League Final on Saturday 3rd June, 2017 (kick-off: 19.45hrs GMT).