Carmichael Lynch | Agency Profile, Contacts, AOR, Client Relationships
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|Main Telephone||(612) 334-6000|
|Main Fax||(612) 334-6085|
Carmichael Lynch Contacts
|Mark F.||Chief Financial Officer & Chief Operating Officer||MN|
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|Grete L.||Senior Principal - Spong||MN|
|Randy H.||Executive Creative Director & Senior Partner||MN|
|Stacy J.||Director, Account Management & Senior Partner||MN|
|Marty S.||Chief Creative Officer||MN|
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Millennial Engagement Opps: National Rugby Football League selects new AOR to drive league awareness
Subject: Digital, sponsorship, events, outdoor, earned media
Company: National Rugby Football League (NRFL), headquartered in Minneapolis, MN, the first elite professional rugby union league in North America.
Opportunity: In an effort to introduce the sport of rugby to the massive audience of contact sports fans, the NRFL has selected Carmichael Lynch Relate will handle PR. As the league attempts to become the next major league sport in North America, the new shop is tasked with driving awareness of the league and its teams on a global scale.
Thus far, the NRFL's marketing efforts have relied primarily on earned media. However, we know that the selection of a new agency means that marketing spend is on its way up, and should continue to rise moving forward. Specifically, look for ad dollars to be distributed towards ad channels that are popular among most sports, such as sponsorship, social media and digital. Keep in mind that millennials typically make up a large portion of early adapters in most markets, so expect millennial males to be the target.
Therefore, as the league continues to grow, expect event, sponsorship and digital opportunities to open up, along with millennial-friendly partnerships in top US rugby markets. Specifically look at major metropolitan areas in the Northeast, the Rocky Mountains and California, as these are where the six teams are currently located. Also note that 2017 will see the addition of Canadian-based teams, which means that any upcoming marketing push will also include these new Canadian markets, as well.
7800 Glenroy Road
Minneapolis, MN 55439