The Guinness Premiership rugby club is looking to increase its 20 000-strong fan base ahead of a major December game against Leicester Tigers, to be held in the 82 000-capacity Twickenham Stadium, according to MTDG partner and design director Marcello Minale.
The consultancy won a seven-way pitch against a mix of digital and advertising agencies earlier this month to clinch the project, says Minale.
‘Some of the pitches we saw had nice logos and advertising campaigns, but what was missing was the central idea. When we presented ours, we treated it as a branding of the event, rather than an advertising campaign to put bums on seats. Everything revolves around the game and the identity, and the key messages to be introduced to the media will centre on the big game,’ he reveals.
Minale Tattersfield has been briefed to deliver the key messages and create a word-of-mouth buzz for the event, working with Geoff Howe Marketing Communications, which will handle planning, media buying and production.
The resulting creative work will be applied across print and online touchpoints, as well as national and local advertising. The match between Harlequins and Leicester Tigers, on 27 December, will be supported by a number of supplementary events, including music and fireworks.