Marketing campaign underway for Cricket World Cup as ads showcase international appeal
The Cricket World Cup has set a target of selling one million tickets off the back of its marketing campaign which has kicked off in Australia and New Zealand.
Commercial manager Nick Hockley said promotional activity will position the tournament as a “festival” with cricketing communities and the youth market among the audiences being targeted.
https://www.youtube.com/watch?v=sDcWJ26SDm0
Half a million tickets have already been sold which is ahead of expectations, he said, with the target to double that number.
The ICC Cricket World Cup kicks off on February 14 with joint hosts New Zealand taking on Sri Lanka in Christchurch and Australia facing old rivals England at Melbourne Cricket Ground.
TV ads of 15, 30 and 60 seconds have gone to air, with the creative – produced by CHE Proximity – depicting the international flavour of the event. The ads, carrying the tagline Greatness in Contagious and which feature kids playing cricket from all corner of the world along with some of the games biggest stars, will be supported by a digital, press, outdoor and social push.
Hockley said organisers wanted to position the World Cup as the “rare and special event” that it is.
“The CWC has not been in Australia for 23 years and cricket is a truly national summer sport so the interest levels have been very high, we are very pleased with ticket sales so far,” he said.
Interest has been high not just among Australians and New Zealanders but in expat communities. Cricket clubs and schools have been targeted with a particular focus on getting kids involved and attending matches. Tickets for children are only $5 for every pool match which will form part of the marketing going forward.
“We wanted to create a real festival atmosphere and create the feeling that every match is a home match,” Hockley said. “We also want it to be a family focused event.”
Hockley said marketers will use the timing of the tournament, just six weeks after Christmas, to encourage people to buy tickets as Christmas presents. A 15-second TVC will launch this week promoting that message.
Steve Jones
Used to go to the cricket a lot.so bloody expensive now
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