Biss Lancaster wins Wembley brief

The company rebuilding Wembley Stadium has taken on external PR support to drum up corporate backing for the project.

Wembley National Stadium Limited has hired Biss Lancaster Euro RSCG after a competitive pitch.

Biss Lancaster chairman Graham Lancaster said one of the primary aims was to build a 'bandwagon' of confidence in the project's management.

The target audience for the PR campaign will be CEOs and corporate hospitality managers.

More than 16,000 of the 90,000 seats in the rebuilt stadium - which is scheduled to open in 2006 - will be allocated to spectators on corporate packages. These seats will generate the lion's share of the stadium's income.

Lancaster said enthusing the 'wider public' about the new stadium would also form part of the brief. He denied the relatively high number of corporate seats would prove an issue for fans' groups.

The agency has been working on 'messaging issues' for the past few months, but a retained PR contract was confirmed last week, when the go-ahead was finally given for the stadium's redevelopment.

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