World Cup 2019: ECB campaign targets younger England fans

ICC World Cup 2019,ICC Cricket World Cup 2019,ICC Cricket World Cup,ECB,England and Wales Cricket Board

Hosts England have failed to invoke the desired response for their matches in the upcoming ICC World Cup 2019. Except for the game against Australia and the Lord’s on June 26, no other home team game is fully sold out as yet.

With tickets in some categories for England’s opening encounter against South Africa on May 30 still available, the ICC World Cup 2019 hosts England and Wales Cricket Board are making all attempts to influence the fans.

A new marketing campaign ‘Express Yourself’ has been launched to target young audiences. The ECB is aiming to create a new fan base for the England team with the World Cup and the Ashes series in mind.

The 1:17 minute creative ‘Express Yourself’ is developed by the Matta agency, which has previously worked on marketing campaigns for the England Women’s football team and the last Ashes campaign for the England men’s team, has reported.

Various versions of the film will play out across owned, earned and paid channels in the coming weeks, including YouTube, Instagram and Facebook. The ECB has also paid for a countrywide cinema advertising campaign.

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“The campaign absolutely embodies the way [the team] go about their cricket on the pitch and also their personalities off the pitch,” Jenny Smith, ECB head of marketing, has told SportBusiness.

“They’re an incredibly exciting, diverse group of people and this campaign is really about celebrating the team as a whole and the way they go about their cricket and it’s designed to connect this group of players with a new generation of fans.”

“We think [cinema] is a real lean-in medium,” said Smith. “It’s perfect for our target audience of 16-24 year-olds and we know that in cinemas people tend to have their phone off and they are more focused, so it’s a great way for us to be putting this great film in front of them to capture their attention.”

The ECB has also partnered with the Freuds communications and public relations agency to co-create a series of videos pairing influencers with members of the team with shared passions off the field. One example is a video series in which opening batsmen Jason Roy meets a professional drone racer.

“It’s about finding people the players are going to connect with, and that feel authentic, but also having the connection through their own audiences that reflect the audiences we are trying to target with this campaign,” said Smith.

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