LONDON: The body charged with delivering the 2015 Rugby World Cup in England is preparing to launch an international communications offensive.
England Rugby 2015 has issued a “mid-six-figure” agency brief to promote the sporting event.
The work has both a UK and international dimension. The winning firm will be charged with sparking consumer enthusiasm and driving ticket sales.
England Rugby 2015 will need to sell about 2.3 million tickets to pay the agreed return of £80 million, or about $121.7 million, to the International Rugby Board, the World Cup administrator.
Ticket prices are likely to peak at more than £700, or more than $1,000. The prices 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 communications 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 team by hiring a press officer and a content executive.
“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,” said Manning-Cooper. “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 account 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, the trophy awarded to the winners, in Australia and New Zealand in 1987.
This article originally appeared on the website of PRWeek UK.