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The RFU, the governing body for rugby union in England, is set to launch a new out-of-home campaign in the build up to the Rugby World Cup 2021.
The tournament, which had to be postponed due to Covid, is taking place currently in the cities of Auckland and Whangārei throughout October and November. The Pool fixtures kicked off on October 8th when South Africa took on France in the curtain-raiser. Twelve nations have been vying for a place in the final on November 12th, with England’s Red Roses, the number one ranked team in the world, so far beating Fiji in their tournament opener and Six Nations rivals France.
Every match is being aired live across the ITV network including on ITV, ITV and ITV Hub.
To build nationwide support for the team, the RFU has teamed up with Guerillascope’s out-of-home branch to develop and launch a targeted campaign centred on England’s players.
Each member of England’s 32-player squad will be the focus of either roadside 48- or 6-sheets, or digital ad vans, which will drive through selected high streets. In total, the campaign will span 127 sites across England, ranging from Liverpool and Salford, to Ipswich and Epsom. The campaign, which launches on October 24th and will run for 4-weeks, has been devised to deliver a balance between brand awareness and frequency.
Commenting on the campaign, Ewan Turney, Marketing Director of the RFU, said: “The World Cup is the pinnacle of a player’s career, and we wanted to ensure we celebrated where the players journeys began. Driving awareness for this tournament on the other side of the world is crucial for us to keep momentum off the field for the team.“
Fidelma Fox, Brand Director at Guerillascope, added: “We’re delighted to be working with the RFU in supporting England at the Rugby World Cup 2021. Women’s rugby continues to go from strength to strength, and I’m proud of our role in driving this momentum. We will be cheering every try, scrum and penalty kick as the Red Roses seek to win a first World Cup since 2014.”