Rugby Football Union calls in Pitch for 2015 World Cup drive
The Rugby Football Union has brought in agency help as it starts building anticipation around the 2015 World Cup.
Carnival spirit: Pitch will be asked to fire the public's imagination
England 2015, a subsidiary of the RFU, has called in Pitch for retained work following a four-way shoot-out.
The agency will seek to create mainstream interest ahead of the tournament, which will be the biggest sporting event staged in England since the Olympics and Paralympics.
Talking to The Daily Telegraph recently, England 2015's chief executive Paul Vaughan spoke of a need to focus on the 'passion' of the sport, as well as its inclusivity and legacy.
Although he added that the World Cup could not compete with the Olympics for scale, one well-placed agency source said lessons would be learned from the summer's spectacle.
'The opportunity here is to recreate the magical atmosphere surrounding the Games,' he said.
'There is definitely a sense that they will want to create a carnival feeling around it and capture the imagination of the British public.'
PRWeek understands that as well as a general media campaign, Pitch's PR work will revolve around key dates, such as this December's pool draw.
Work is also likely to focus on maximising the buzz around a series of high-profile matches this autumn, with England playing four southern hemisphere teams including Australia and South Africa.
Pitch, which declined to comment on the win, previously worked with the RFU on the fall-out from England's exit from last year's World Cup in New Zealand.
Pitch also works with Heineken, which sponsored last year's tournament.
This article was first published on prweek.com
Latest jobs Jobs web feed
- Account Director- Exciting Online Content Marketing Company- Up to £70,000 plus OTE Cedar Scott Up to £70,000 basic (up to £90,000 OTE) plus share options, Central London
- Global Product Manager Evans Taylor c£50k - c£60k p.a. plus car, bonus and benefits, North East of England or Central London
- Brand Manager Radisson Blu Edwardian, London Competitive , South Kensington, London
- ACCOUNT DIRECTOR/SENIOR ACCOUNT DIRECTOR - BTL/SP/Brand Experience - London - £45 - £55k plus bonus Judi Patton £45K-55K plus bonus, London/Greater London
- Senior Planning Director, International Agency, London, to £120k Fill Recruitment Ltd to £120,000, Central London
- Account Planner Direct Recruitment Up to £50,000, Central London
Integrated digital marketing offers huge opportunities to engage, servic...
Mobile marketing is coming of age, and the pace of change is now exponen...
With UK consumers spending an average of £1,083 a year online, int...
Conversational Mobile Marketing: Engage Customers and Empower Advocates (Expert Reports) External website
The pressure is on for marketers and mobile operators to embrace a strat...
As a nation, the UK is media and technology obsessed with over half of t...
All customers have the potential to become your brand advocates, driving...