McCann to take rugby league work

The Rugby Football League last week appointed McCann-Erickson PR to increase attendance at its matches and raise its profile in advance of next year’s World Cup.

The Rugby Football League last week appointed McCann-Erickson PR to

increase attendance at its matches and raise its profile in advance of

next year’s World Cup.



The account, won after a competitive pitch, will be spearheaded by

McCann-Erickson’s Manchester office, which will use the agency’s

national network for particular projects.



The league has been asked by Rugby League International to organise the

next Rugby World Cup, which will take place in the UK next year.



The agency has been tasked with widening its fan-base, which is mainly

in the North of England, and has traditionally been seen as working

class.



Jo Leah, the agency’s Manchester managing director, who is heading the

account, said: ’Rugby League has a northern bias. We are taking the

message south and trying to get a wider social mix through the

gate.’



Under the slogan ’Love this Game’, McCann-Erickson will promote the game

to women as well as men, as 35 per cent of league crowds are female.



Work on the account begins in July and is expected to run until the end

of the year.



P Earlier this month, McCann-Erickson PR was hired to run a campaign to

re-energise town and city centres in the South East of England by the

Association of Town Centre Management. The agency will promote the

benefits of town centres to investors, consumers and businesses. The

campaign is expected to roll out nationally.



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