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Rugby Football Union ‘London Sevens’ advert

Agency: Emblaze Productions

Client: Rugby Football Union

The Rugby Football Union has entered a new chapter in its marketing through the launch of its first ever television advertisement on Sky Sports.

The work, produced by Emblaze Productions, promotes the upcoming Emirates Airline London Sevens, which form part of the IRB Sevens World Series.

Advertisements for the much-anticipated tournament currently running on Sky Sports will air until the tournament starts on Saturday 22 May, 2010.

The RFU is highlighting its commitment to the Emirates Airline London Sevens and showcases the party atmosphere of the tournament, which receives growing attendances year-on-year and is famous for the outlandish fancy dress costumes which many of the fans sport.

"Around 64,000 people came to the two days of the event last year. This year we are targeting 100,000 to come to Twickenham Stadium. This commercial showcases what a great party international sevens is and adds a new dimension to our marketing of the sport,” said RFU Business Operations Director, Paul Vaughan.

“The advertisement previews the entertainment and rugby talent on offer at Twickenham Stadium during the action packed weekend of Saturday 22 and Sunday 23 May."

The Emirates Airline London Sevens has also this year launched a dedicated Facebook page ( where the commercial will run.

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