Heathrow Express appoints Havas Sport & Entertainment to push Rugby Sevens partnerships
Heathrow Express has appointed Havas Sports & Entertainment UK (HS&E) as its retained sponsorship agency to promote its partnerships with England Sevens, USA Rugby and Premiership Rugby.
HS&E has now been tasked with positioning Heathrow Express, the service which carries 17,000 passengers each day between Heathrow Airport and central London, as a world-class brand, particularly in overseas markets where Rugby Sevens is a rapidly growing sport.
“We are thrilled to bring on board the enviable creative and strategic firepower of Havas to help us bring our investment in rugby to life, to measure its effectiveness and ultimately to deliver on our principle objective - to get more people to ride our train,” said Simon Evans, Heathrow Express head of communications.
Lucien Boyer, president and global CEO, Havas Sports & Entertainment, added: “Heathrow Express’ involvement in rugby and in particular sevens comes at a very exciting time as it’s fast, spectator friendly format is the future of the sport. The Commonwealth Games, Rugby World Cup 2015 and the Rio 2016 Olympic Games are all around the corner which gives us a fantastic opportunity to be innovative in rugby. We look forward to helping them take the brand to a global audience in a new and engaging way.”
Key objectives of the appointment include the delivery of a fully integrated activation strategy including experiential engagement, content creation, social media, digital, PR and CSR. In addition to the management of the company’s England Sevens partnership HS&E is also to promote the partnership between Heathrow Express and USA Rugby.
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Havas SA is a French multinational advertising and public relations company, headquartered in Paris, France. Havas operates in more than 100 countries.
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