England Rugby 2015 seeks comms help for World Cup drive

The body charged with delivering the 2015 Rugby World Cup in England is preparing to launch an international comms offensive.

Team to beat: New Zealand were the 2011 World Cup winners (Credit: All Blacks)
Team to beat: New Zealand were the 2011 World Cup winners (Credit: All Blacks)

England Rugby 2015 has issued a 'mid-six-figure' agency brief to promote what is claimed to be the world's third biggest sporting event.

The work has both a domestic and overseas dimension, with the successful agency charged with sparking consumer enthusiasm and driving ticket sales.

England Rugby 2015 will need to sell in the region of 2.3 million tickets to pay the agreed return of £80m to the International Rugby Board, the World Cup administrator.

Ticket prices likely to peak at more than £700 were defended last month by England Rugby 2015 CEO Debbie Jevans, who stated she was 'passionate' about making the tournament affordable for fans.

Former London 2012 head of media and PR Joanna Manning-Cooper became comms and marketing director for England Rugby 2015 in January.

As well as leading the pitch, she plans to double the size of the in-house comms team by hiring a press officer and a content executive.

Manning-Cooper said: 'We want the Rugby World Cup to be a celebration of rugby and its values, exciting and inspiring the nation and the world to play and support the game.

'We are looking for agency support to help us deliver our vision for the tournament and to inform, engage and inspire as many people as possible to be part of one of the world's biggest sporting events.'

The brief will run until the tournament, with up to five agencies set to pitch at the end of this month.

Major rugby nations include Australia, New Zealand, South Africa, France and Italy.

The quadrennial tournament was last held in England in 1991, with nations first competing for the Webb Ellis Cup in Australia and New Zealand in 1987.

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