50+ pieces of earned media
5m+ media impressions
828k social mentions
INTRODUCING A NEW GENERATION
All Stars Cricket was launched in March 2017 with the aim of introducing a new generation of five-to-eight-year-olds to the sport, and we worked closely with the ECB to engage with media to recruit 50,000 budding cricketers.
To launch the campaign, boys and girls from local primary schools in East London were invited to play cricket at the Queen Elizabeth Olympic Park with former England captain Michael Vaughan and current internationals Jonny Bairstow and Lauren Winfield.
The initial launch was so successful, we were asked to repeat the following year!
Over the last two years we’ve engaged with a broad range of media, both sporting and non-sporting, securing coverage on BBC Radio 2, The Today programme, Sky Sports News, The Guardian, The Daily Telegraph, London Evening Standard and various regional media titles. All of this has helped ECB engage with the next generation and secure the future of the sport!