Group Marketing Director, Zoe Harris, talks 'major eventers' to Jonathan Bacon in his "Marketer's essential guide to the Rugby World Cup' in this weeks edition of Marketing Week
Group Marketing Director, Zoe Harris, talks 'major eventers' to Jonathan Bacon in his "Marketer's essential guide to the Rugby World Cup' in this weeks edition of Marketing Week.
Trinity Mirror's Group Marketing Director, Zoe Harris, talked to Marketing Week this week about how the Rugby World Cup presents a clear opportunity for its titles and advertisers to reach a huge cross-section of the UK population. Research from our 4,000-strong reader panel, Mouth Piece, finds that 66% of Modal Britain plan to follow the tournament this year, with 61% stating that they follow a sport more closely when there is a major event. Seventy-one per cent also agree that they feel a sense of pride in home-hosted sports tournaments.
Zoe attributes this response to the growth of ‘major eventers’ as a segment of the population, meaning people who have a limited interest in a given sport but who tune in and actively engage during major events. This is a consequence of sweeping demographic change across the country.
Trinity Mirror Solutions will be reaching this broad audience during the tournament with heightened levels of editorial coverage including videos, live blogs, social campaigns, interactive infographics and giveaways in its newspapers such as wall charts. Former professional players such as Matt Dawson and Barry John have also signed on as columnists.
To read more on Zoe's interview, click here.