England’s bid for the next World Cup kicked-off on Monday with a ceremony at Wembley attended by Prime Minister Gordon Brown and football icon David Beckham. And they’ve already identified what not to say in their communication strategy.
Don’t say football’s coming home.
The Guardian has an interesting (if you’re a football fan) piece on why England should steer clear of that catchy slogan which embodied the 1996 European championships hosted by England.
Those of you who watched the Euros that year will no doubt remember the slogan – and the great Lightning Seeds jingle to go along with it. But on Monday, the 2018 World Cup bid committee went on the record to say they would not adopt the “tone” of that communications this time round – calling it “arrogant”, among other things, to believe the country had the right to think of themselves as the home of football.
Lord Sebastian Coe, who led London's successful bid for the 2012 Olympic Games, was in Singapore for the World Effie Festival last year to talk about effectiveness in communications, and his clear message to anyone trying to reach out to youths in today’s cluttered landscape was: “If you don’t reach out to them in language they understand, someone else will”.
You should check out the Lightning Seeds video here and read the comments (yes people are still commenting 12 years on!).
Maybe the committee should reconsider their stance on this.
England's eight rivals for 2018 are Russia, Australia, Japan, Indonesia, Mexico, the United States, Spain/Portugal and the Netherlands/¬Belgium.
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