The promotion-chasing outfit has tasked the agency with increasing the number of fans coming through the turnstiles at their Belle Vue ground.
The Publicity Bureau PR director David Winters said the campaign would aim to convince fans of the merits of following their local team.
‘The brands of teams such as Manchester United and, more recently, Chelsea are being seen on TV, and a lot of fans are associating with them. We’re trying to convince the people in the area to support their local team instead,’ he said.
The campaign will aim to target lapsed fans and attract younger supporters. ‘We’ll be targeting parents who may have been lifelong Doncaster fans and are in a position to educate their kids before they get targeted by the marketing from other clubs,’ Winters said.
The PR push includes local media and online viral campaigning.