Cookies on

We use cookies to ensure that we give you the best experience on our website. If you continue
without changing your settings, we'll assume that you are happy to receive all cookies on the
Aberfield website. However, if you would like to, you can change your cookie settings at any time.

Continue Find out more

Pic courtesy Land Rover MENA (

Project Title: Promoting Leeds as a Rugby World Cup host city for Visit Leeds

The audience

We were given a rucking brilliant brief by Visit Leeds to support the delivery of its Rugby World Cup 2015 marketing campaign, highlighting Leeds as one of the host cities of the global tournament.

The overall campaign aimed to encourage national and international Rugby Union fans to visit the city during the tournament, and encourage overnight stays in the city during the Rugby World Cup 2015, boosting the city’s economic growth.

Our PR objectives were to raise the profile of Leeds by highlighting the city’s extensive cultural attractions, food and drink scene and diverse accommodation in national, consumer, online and broadcast press.

The campaign

Working as an extension of Visit Leeds’ team, we were given the responsibility of running its press office. Proactively liaising with regional, national and international media to secure coverage in key media and fam trips to Leeds, we also worked closely with Visit England and Visit Britain to reactively field international media requests from the USA, Canada and South Africa.

Liaising closely with Visit Leeds’ partners, our team of travel and tourism experts coordinated, organised and developed itineraries for press trips, securing full page reviews for Leeds in key UK media, as well as international broadcast media, highlighting what the city could offer for the incoming rugby fans.

The influence

The results were exceptional, as the coverage we generated reached over 253 million people globally, championing Leeds to a massive international audience. This included two primetime features on South Africa’s leading breakfast news show, SABC, and one of the leading sports networks in the US, NBC Universal Sports.

As well as hosting seven press trips, we also secured coverage in key national, consumer, online and regional titles, such as The Daily Mirror, Rugby World, and Express and Star, as well an exclusive interview with Visit Leeds ambassador Ian McGeechan in Sport Magazine, securing a three page feature.

The campaign helped to attract 20,000 international visitors to Leeds, and more than 60,000 people attended the games, hosted at Elland Road, which led to an estimated £53m boost to the Leeds economy.


(Pic above courtesy of Land Rover MENA:

For more information about the campaign, or to discuss how we could help you achieve similar results, please contact us.

Latest News

Aberfield lands brainstrust PR brief

Aberfield has been appointed by Britain’s leading supportive brain tumour charity, brainstrust, to provide PR support for its ambitious growth plans. We recently helped brainstrust promote its sell-out event, Neverest88. Our latest brief will help raise the charity’s profile and reputation with potential funding partners, fundraisers and supporters, as well as with those affected by +

Posted on February 14, 2017 by

Why the radio star is still very much alive

Yesterday we were at MediaCity in Salford hosting a broadcast day with our client first direct. I happened to mention this to some friends as we discussed our working weeks and their reaction was extremely interesting. Despite the fact that they all listen to the radio at some point during the day – whilst getting +

Posted on February 10, 2017 by

“A Taste of PR”: A Week of Work Experience at a PR Agency

My name is Chichi and I am a lifestyle blogger currently living in Leeds. I spent a week as a PR intern at Aberfield Communications, where I experienced my very first taste of public relations. Interning at Aberfield was an amazing experience. It was great to get an insight of what life is like day-to-day +

Posted on February 10, 2017 by

Will stories help shoppers fall back in love with the Tesco brand?

As a time-poor mother-of-two who tries to stick to a weekly food budget but regularly fails at this and, if I’m being honest, actually favours convenience, I’m probably the ideal target customer for supermarkets. This is why it’s always puzzled me that I’ve never really identified with any of the marketing campaigns that have been +

Posted on January 31, 2017 by

Tweets from @AberfieldPR

Our inspiration for today comes from @Eurostar's new campaign and a #travelstateofmind.

12:19 PM — 21 Feb 17

66% of marketers don't understand their audiences following Brexit and Trump votes according to @GLDigital

2:34 PM — 20 Feb 17

Sometimes things are just so good you have to share them. Naoyuki Oi gave the best post match interview ever and we……

2:29 PM — 20 Feb 17

Follow Aberfield on Twitter