Love, the newly founded Manchester agency, has been handed the task of creating a nationwide advertising campaign to drum up support for next year’s Commonwealth Games.
The multi-million pound seven-week TV, press and radio campaign will be launched on October 1, with the aim of generating advance ticket sales – 750,000 tickets will be available for the July event.
It is unclear where the move leaves McCann-Erickson Manchester, which was appointed to produce a regional campaign earlier this year.
Love’s theme will be a “global coming together of people and nations” to celebrate sport and human endeavour.
It centres around unknown and famous athletes from around the world, all hitching a lift to Manchester. Stars include New Zealand rugby player Jonah Lomu and athletes Denise Lewis and Tanni Gray-Thomson.
A spokesman for the agency says: “This campaign will focus on Manchester as the centre of a global community.
“It will reinforce the city’s profile as a world-class venue, as well as its sporting heritage, its party culture and its people.”
Cadbury announced in July that it was to become a major sponsor of the Games (MW July 19). Under the terms of the deal the company is to sponsor the Queen’s Baton Relay – the Games’ equivalent of the Olympic Torch.