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Rugby Football Union drafts in agency to "broaden church of rugby" in England

England's Rugby Football Union (RFU) has appointed sports marketing agency The Kinc to run a PR campaign to build engagement with the sport as the country prepares to host the 2015 World Cup.

Brand marketing manager Karl Roche said the aims of the campaign were to "broaden the church of rugby in England", increase participation and create an "inspiring World Cup", while boosting engagement around the England fixtures.

The RFU has previously mounted campaigns focused on fixtures but this is the first time it has planned a fully integrated campaign over a long period of time.

Roche said this followed a social media-led campaign aimed at engaging fans, Carry Them Home, and the plan was to broaden the focus and reach beyond game day, working with clubs and targeting people who are not traditional social media fans.

The strategy will be based around a central PR idea with supporting activity involving PR, experiential and social media.

The Kinc, which won the brief in a competitive pitch, will report to Roche and RFU head of marketing Nic Fletcher.