Rugby league prepares campaign to lure new fans
By John Reynolds, marketingmagazine.co.uk, Tuesday, 21 August 2012 08:30AM
The Rugby Football League (RFL) is to launch its first overarching brand campaign, as it aims to attract fans to the sport.
The organising body has hired ad agency VCCP and sports consultancy Fast Track, to shift its marketing from specific events such as the Challenge Cup and its ‘Magic Weekend’ series of Super League matches, to the overall rugby league brand.
The change in approach, overseen by RFL director of marketing Matthew Lowery, a former head of marketing at Manchester City FC, is intended to broaden the appeal of rugby league beyond the game’s northern, working-class roots.
An ad campaign is expected to run across outdoor and digital media later this year.
Rugby league faces stiff competition from other sports, particularly with the rugby union World Cup due to take place in England in 2015. The RFL currently uses the tagline ‘It’s a whole different ballgame’ on promotional material. Its commercial partners include Irn Bru, Engage Mutual Assurance, The Co-operative and Heinz.
This article was first published on marketingmagazine.co.uk
- Affiliates Executive - No. 1 Agency! GoodEgg Digital Circa £25k + Exceptional Benefits, Central London
- Digital Display Manager - Leading Agency GoodEgg Digital £Neg + Great Benefits, South East England / London (Central), London (Greater)
- Senior Marketing Director - 9-12 month FTC Comedy Central £competitive, Camden, London (Greater)
- Junior Managing Director - Branded Content and Experiential Agency Bamboo Crowd £80000 - £90000, London (Central), London (Greater)
- Account Director / Senior Account Director - Innovative Advertising Agency Bamboo Crowd £55000 - £65000, London (Central), London (Greater)
- Philips launches campaign for app-controlled lightbulbs
- Sorrell warns of Scotland becoming an 'outlier' and the UK 'diminished' by a Yes vote
- Publicis boss Maurice Lévy to step down in 2017 amid board shake-up
- Sometimes collaboration, not innovation, can be the key to winning campaigns
- Virgin Trains spends £8 million on advertising to refocus on its brand
- WPP challenges Govt review