The England and Wales Cricket Board set to ramp up engagement with RPM
The England and Wales Cricket Board is set to roll out its third year of enhanced spectator engagements with RPM, with a TwelfthMan roadshow to be present at international fixtures and domestic finals.
The aim of the engagement and roadshow is to broaden the appeal of the game and allow behind-the-scenes exclusives and news from the England camp, as well as prizes.
Activity will begin tomorrow at the 1st Investec Test between England and West Indies at Lord’s Cricket Ground, and finish on 15 September at the Clydesdale Bank 40 Final.
Tom Johnson, event brand manager at ECB, said: “The last two years of activity have seen spectators really embrace, enjoy and remain loyal to cricket. This year we hope to continue to demonstrate that cricket is fun for anyone, whether you’re an avid cricket fan or an occasional viewer. To ensure true engagement, we want to offer a genuine value exchange to cricket fans through initiatives like the TwelfthMan roadshow as well as providing original entertainment to help build and grow loyalty throughout all spectatorship.”
At Friends Life t20 matches, RPM will deliver spectator engagement through a toolkit provided to all county cricket clubs, as well as enhanced activation at the launch match, Quarter Finals and Finals Day. At NatWest International T20 matches, the marketing agency will provide in-ground activations to engage the crowds and promote support for England.
Dom Robertson, managing director at RP, said: “We share ECB’s drive to broaden the appeal of cricket to a whole new audience whilst increasing engagement with loyal cricket fans. Our 2012 TwelfthMan roadshow and enjoyable in-ground activations will ensure that families, friends and loyal fans have a memorable day out that further increases long-term engagement and loyalty to cricket.”