England 2018 World Cup bid prepares for global PR campaign

2018 World Cup bid team begins trawl for roster of agencies to manage marketing blitz.

Chance for glory: England vying for 2018 World Cup
Chance for glory: England vying for 2018 World Cup

England's 2018 World Cup bid team has begun a global trawl for PR resources ahead of a year-long communications blitz, beginning in December.

Bid bosses believe a concerted international PR campaign, in the mould of the 2012 Olympics bid, can bring the World Cup home against fierce competition from other international cities.

The team, headed up by comms director Kris Dent, is keen to have a global roster of PR agencies in place by the autumn.

The bid team is also expected to trawl for agencies to carry out four separate domestic campaigns.

A decision on which city will host the tournament will be announced in Zurich in December 2010.

England 2018 has already sent an international PR brief out to selected agencies.

The confidential document, seen by PRWeek, says the international campaign 'will need to focus primarily on the 24 FIFA ExCo members, their key influencers and their relevant media markets'.

According to the brief, the main campaign messages will be that England is producing a technical bid that exceeds FIFA's requirements; that England has a 'deep passion for football and cares profoundly about its national game'; that England would provide 'a warm welcome to guests from around the world'; and that a World Cup bid would leave 'a lasting legacy in developing football both domestically and internationally in countries of the developing world, from grassroots to elite level'.

Dent said he had not decided whether to hand the work to one international agency, or divide it up between a range of agencies and consultants. He added that he would put four domestic project briefs out in the next month for UK agencies.

England 2018 called in Pitch PR to handle the official launch of the bid itself in May.

International PR aims

Position England 2018 as the outstanding candidate for the 2018 World Cup

Build reputation of the bid and the bid's key executive and board members

Maximise use of the bid's assets, including England 2018 ambassadors

Help build a club of third-party endorsers for the England 2018 bid

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