On 11 October, the Rugby Football Union rolled out a hybrid recruitment film that also outlines the future and the growth of the sport in England.
Using a gardening and rose growing metaphor, the two minute, 30-second ‘Grow The Rose’ spot focuses on how rugby helps build character, consolidate values, embeds respect and inspires passion, as well as leading to unbreakable friendships.
Fronted by former England prop Jason Leonard, the campaign showcases and supports the growth of rugby at every level and across genders and demographic groups – from kids and adult amateurs through to the elite professional game – as it outlines how England Rugby supports 2,000 clubs and 600 staff and sets out the RFU’s role in growing the game.
It also drives home a message that proceeds from the RFU’s commercial success is invested straight back into the game and establishes what kind of skills and values it seeks for its new staff.
The video aims to drive viewers online to the www.growtherose.co.uk website where they can discover more information about the growth plans for the sport and discover details about the RFU’s values, benefits, roles
Comment
The umbrella Grow the Rose initiative dovetailed with the England Women’s Rugby #RedRoses identity rebrand initiative (see case study) which launched a few days earlier in October.
Links:
England Rugby / RFU YouTube:
https://www.youtube.com/user/officialRFUTV
England Rugby / RFU Twitter:
https://twitter.com/EnglandRugby
England Rugby / RFU Faacebook:
https://www.facebook.com/OfficialEnglandRugby/
England Rugby / RFU Instagram:
https://www.instagram.com/englandrugby/
England Rugby / RFU Google+:
https://plus.google.com/u/1/+englandrugby
England Rugby / RFU Web:
