LEA Wins London Broncos PR and Marketing Contract
The LEA Events and Marketing Group has been appointed to develop and implement a PR and Marketing Strategy for the London Broncos Rugby League Club.
The contract follows a three month trial period for the Covent Garden agency during which time unprecedented media coverage for the London Broncos has been achieved and a series of new marketing initiatives set in place.
LEA's brief is to implement measures that will double numbers attending the side's home games at The Stoop, Twickenham, from its current level of 2,500 by the end of the '99 season. This will involve raising the profile of the London Broncos, the only Super League team south of Sheffield, and breaking down the general perception that Rugby League is a sport played in the north.
The London Broncos' success in reaching the Silk Cut Challenge Cup Final at Wembly on May 1enabled LEA's marketing and PR staff to prove their worth during the probationary period.
LEA's Head of Sport and Leisure, Craig Dews, said 'LEA's task is now to build on the Cup Final success and to encourage those fans who turned out in force at Wembley, to attend London Broncos matches on a regular basis.
'With this is mind, LEA is introducing a number of new marketing initiatives including a direct marketing campaign, a comprehensive community relations programme and supporters' loylty scheme with built-in incentives to attend home games regularly. These take the form of free merchandising, free drinks as well as priority access to special events. A new slogan - 'Hot Action, Cool Culture' - has also been developed to depict the modern and exciting atmosphere of the sport and the club.'
LEA's head of PR, Sarah Smith, said: 'The London Broncos account represents a fantastic opportunity for LEA to build on its roots in community sport and move into the world of professional sport.
'The Wembley Cup Final was a great chance for us to show what we are made of and as a result the London Broncos want to use our services at least until the end of the season. However, now that the Wembley hype has died down, the less easy job of getting the London Broncos name up there in lights on a daily basis, begins.'
LEA will provide a press office service for the London Broncos Super League Fixtures, as well as implement a strategy of raising thje profile of the players and the club in the media.
Smith added: 'Through a combination of PR and Marketing, we aim to convey to a wider audience that Rugby league at The Stoop is a great day out for the whole family, overcoming the perception that it is a sport for northern men.'
For further information please contact Heather Purchase or Sarah Smith at LEA Events and Marketing on 0171 379 1133.
The contract follows a three month trial period for the Covent Garden agency during which time unprecedented media coverage for the London Broncos has been achieved and a series of new marketing initiatives set in place.
LEA's brief is to implement measures that will double numbers attending the side's home games at The Stoop, Twickenham, from its current level of 2,500 by the end of the '99 season. This will involve raising the profile of the London Broncos, the only Super League team south of Sheffield, and breaking down the general perception that Rugby League is a sport played in the north.
The London Broncos' success in reaching the Silk Cut Challenge Cup Final at Wembly on May 1enabled LEA's marketing and PR staff to prove their worth during the probationary period.
LEA's Head of Sport and Leisure, Craig Dews, said 'LEA's task is now to build on the Cup Final success and to encourage those fans who turned out in force at Wembley, to attend London Broncos matches on a regular basis.
'With this is mind, LEA is introducing a number of new marketing initiatives including a direct marketing campaign, a comprehensive community relations programme and supporters' loylty scheme with built-in incentives to attend home games regularly. These take the form of free merchandising, free drinks as well as priority access to special events. A new slogan - 'Hot Action, Cool Culture' - has also been developed to depict the modern and exciting atmosphere of the sport and the club.'
LEA's head of PR, Sarah Smith, said: 'The London Broncos account represents a fantastic opportunity for LEA to build on its roots in community sport and move into the world of professional sport.
'The Wembley Cup Final was a great chance for us to show what we are made of and as a result the London Broncos want to use our services at least until the end of the season. However, now that the Wembley hype has died down, the less easy job of getting the London Broncos name up there in lights on a daily basis, begins.'
LEA will provide a press office service for the London Broncos Super League Fixtures, as well as implement a strategy of raising thje profile of the players and the club in the media.
Smith added: 'Through a combination of PR and Marketing, we aim to convey to a wider audience that Rugby league at The Stoop is a great day out for the whole family, overcoming the perception that it is a sport for northern men.'
For further information please contact Heather Purchase or Sarah Smith at LEA Events and Marketing on 0171 379 1133.