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Law firm to kick off World Cup direct marketing campaign
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A London-based law firm has announced that it is to launch a direct marketing campaign based around the forthcoming football World Cup, DM Bulletin has reported.
Barlow Lyde & Gilbert (BLG) will time the direct marketing strategy to coincide with this summer's World Cup finals to be held in Germany.
The campaign will begin next month and will reportedly cost £500,000. It is to be developed by the direct marketing agency Harrison Troughton Wunderman, which has previously developed campaigns for IBM, Vodafone and Microsoft among others.
The law firm hopes that direct marketing will boost its brand awareness and attract more customers.
Direct-response press and viral marketing will be used during the campaign, according to DM Bulletin.
The link with the World Cup should certainly pay dividends, as the event is one of the biggest for marketers.
Analysts such as TNS Media Intelligence are predicting increased levels of advertising expenditure this year aimed at taking advantage of events like the World Cup and the Winter Olympics.
BLG was named as the Litigation Team of the Year in 2005 at the Legal Week Awards for its successful defence of the auditors Ernst & Young during its £2.6 billion litigation with the life insurer Equitable Life.
Get your seats at Wembley for future tournaments:
Wembley Stadium
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