This was a major nationwide campaign during my time at Dair* with a simple primary aim – to recruit 6,000 former players, aged 17-30, back in to the English Rugby Union. Timed to coincide with the 2007 Rugby World Cup, the strategy was to support local rugby clubs to recruit players by creating a nationwide network encouraging participation. The ‘Play’ logo was created to give a visual front and following that all clubs and universities received printed recruitment materials, supported by an integrated marketing campaign including print, broadcast and even a cinema advert. 715 rugby clubs and 140 universities joined the campaign, leading to over 9,400 adult players recruited back in to the game.
