Modern Marketing

England & Wales Cricket Board unveil campaign to drive interest in the sport

Author

By Tony Connelly | Sports Marketing Reporter

May 20, 2016 | 3 min read

The England and Wales Cricket Board (ECB) has overhauled its marketing strategy to promote England’s summer internationals against Sri Lanka and Pakistan with a new dynamic digital out of home (DOOH) campaign that will rely key moments in the action in real-time.

The campaign will attempt to raise interest in English cricket and connect with existing fans through digital billboards which will show live scores from each match, imagery of wicket runs and other major milestones as well as the @EnglandCricket Twitter feed.

Creative agency Matta compiled the campaign with Grand Visual behind the production. It marks the ECB's first DOOH drive and will operate across the nine host cities including Leeds, London, Manchester and Birmingham with digital billboards located close to each of the fixtures running the campaign.

Cricket

It will also be live for the England women’s Natwest IT20 match against Pakistan, which forms part of a double header IT20 alongside the men’s match against Sri Lanka at Ageas Bowl on Tuesday 5 July.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

In addition to the DOOH arm of the awareness drive ECB will be running its ‘It’s Not Just Cricket’ campaign on a further 10 outdoor sites at key times when international matches are not in progress in an attempt to maintain the momentum.

Rob Calder, head of marketing at ECB said the ambition of the campaign was “to raise awareness of the world class cricket being played this summer, and keep sports fans connected to the action”.

“Exploiting innovative digital outdoor media in this way will link to our online activity and deliver a cohesive campaign across channels.”

Dan Dawson, chief creative officer at Grand Visual added: “This campaign from the ECB represents an intelligent use of the medium that will delight fans across the UK. The campaign is fresh, geo-targeted and plugged into ECB’s all important online and social channels.”

Modern Marketing

More from Modern Marketing

View all

Trending

Industry insights

View all
Add your own content +