Four called in to promote rugby final

Premier Rugby has appointed Four Sports, Arts and Sponsorship (Four SAS) to promote this year's Guinness Premiership Final.

Guiness: sponsors of Premiership Rugby Final
Guiness: sponsors of Premiership Rugby Final

The agency will use oversee an integrated PR campaign to highlight the match as one of the biggest sporting events in the UK this year.

It will target a broader consumer audience beyond core rugby fans to raise the fixture's profile.

The appointment follows Four SAS' work with Premier Rugby last season during which the agency implemented a multi-channel promotional campaign to support tickets sales for the 2008 Final. Using a combination of traditional and new media tactics the campaign culminated in a world record 81,600 crowd at Twickenham Stadium.

Neil Hopkins, Four SAS Head of Sport said: ‘Last year's campaign demonstrated how effective PR can be in driving sales. Despite not knowing the finalists until two weeks before the game, the campaign had gained such momentum that a large percentage of the seats had already been sold.'

The 2009 Guinness Premiership Final takes place on Saturday, 16 May.

 

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