ECB – Twenty20 Launch

Our challenge was to launch the ECB’s new marketing-driven Twenty20 Cup to revive the flagging fortunes of country cricket and introduce an all-new audience to the game.

Insight showed fans want to be kept up to date with the latest news and developments in their sport.

Our target media extended way beyond the traditional cricket avenues as we targeted a female audience with news of the new format.

Our launch activity borrowed from the world of entertainment as county cricket players were pictured semi-naked across female lifestyle magazines, pitched firmly into the media spotlight.

Results included:

• x84 pieces of coverage
• x17 broadcast coverage