It was essential to use the Cricket World Cup as a moment for more people to consider cricket as a ‘game for me’.
To do this activity we needed to break out of the cricket pages in the nationals and broadcast slots and focus on the consumer and news media that wouldn’t normally cover cricket, delivering deeper messaging to support ECB’s broader objectives.
By using high profile talent or a strong story, 74% of coverage was in non sports press. A big emphasis was put on broadcast media to reach a broader family based audience. We delivered 44 pieces of broadcast coverage and achieved an estimated 20.3m broadcast views.