Rogers Names Interactive Agency for Bills Toronto NFL Series

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Rogers Communications, the Buffalo Bills and the Natoinal Football League will be using a U.S.-based interactive, marketing and public relations agency, JHG, to build audiences and deliver engaging content for the Bills Toronto Series, collaborative partnership bringing NFL pre-season and regular season football to Toronto.

The overall interactive strategy includes a mobile campaign and a Web site with ticket, pricing, registration and series information.

"In our search for an interactive marketing partner, we looked for an agency that possesses the expertise in our industry and can successfully marry new technologies, such as social networking and mobile campaigns, with know-how in sports and entertainment marketing," said Phil Lind, Rogers Communications' vice chairman. "JHG brings to the table marketing savvy and a unique blend of strategy, industry knowledge and creativity; we look forward to our ongoing partnership with JHG."

"We are excited about this strategic partnership with Rogers Communications. They are a legendary brand and a great company, and this is a project that is in our sweet spot – sports, strategy, marketing and technology," said Elizabeth Estes-Cooper, JHG's chief strategy officer. "Our collaboration with Rogers Communications involves crafting a complete interactive strategy, messaging and social network initiative for the Bills Toronto Series and its partners, and we are grateful for the opportunity."

The Bills Toronto Series kicks off on August 14 when the Pittsburgh Steelers visit the Bills at Rogers Centre—the team's home field in Toronto. The series encompasses eight NFL pre-season and regular-season games at Rogers Centre between the Bills and their NFL opponents over five years, as well as fan events in Toronto.
Adding to the anticipation of the Bills Toronto Series is the historic December 7 game against the Miami Dolphins, which will be the first regular season NFL game ever played in Canada.

"This is a great and historic moment for football fans in Canada as the Bills Toronto Series offers them pre-season and regular season games," said Adrian Montgomery, Rogers Communications' general manager of football operations. "We are pleased to work with JHG to develop relevant and interactive content strategies that will allow us to consistently reach the fans in innovative ways."

San Diego-based JHG is a group of interactive, marketing and public relations agencies that empower client companies in sports and entertainment, technology, lifestyle, and wellness to take full advantage of the new media to engage audiences and drive results.

The company says it combines traditional communications with new technologies, such as interactive, mobile, digital public relations and other Web-based services to create breakthrough marketing programs.

Within JHG, three integrated marketing groups focus on serving the needs of specific industries or market segments: JHG Townsend PR & Branding, JHG Interactive & Mobile, and JHG Sports & Entertainment. JHG clients include Qualcomm, MediaFLO USA and MediaFLO Technologies, National University System, Rogers Communications, Toshiba America Electronic Components, Inc., Vidacare, Comcast, Continuous Computing, Sequoia Communications, Covario, Tessera Technologies, and many more.


mediacastermagazine.com - Mediacaster - 6/7/2008