So why this particular slogan?
First of all, it just sounds somehow a bit sexy a bit sporty a bit creative. I think it has a nice rhythm. Somehow it makes you curious to know a bit more.
But there is a much deeper meaning behind it, there is more than just producing a nice smooth slogan. It is the association and the interlinked connection between each individual term. The little story that it tells and especially the meaning of it.
First TOUR, this stands for the distribution, the flexibility and the mind set to take the product (team and brand) to the market and to the customer instead of waiting for them. It also stands for a lifestyle choice and the idea to travel and discover our environment.
Second PLAY, this is all about the enjoyment, the creativity and the attitude 7BR wants to embody. It is more than just playing the game itself (7s rugby). It is the approach towards how we work and how we define work. It is the rediscovery of the importance of play.
Finally STAY, which stands for the impression we want to produce and about being conscious of what we want to leave behind, once we visit a place and once we got in touch with other people. It is a positive picture, we want to create. In a sentence, we want to be seen again, because people like us and they share our passion.
By the way the slogan is an idea by a creative sports coaching lecturer from the UK.