To develop hyper-local marketing campaigns across Australian capital cities to support Cricket Australia in promoting Women’s T20 Tri-Series, the Women’s Big Bash League Stadium Series and the Men’s Big Bash League series highlight matches.
Innovative and effective ground level activations capture and build on local fanbase, increase awareness and drive attendance to matches.
Through fan insights, audience demographics, a Geo-targeted approach was developed. The fun, fast, affordable and entertaining activities were designed to engage the whole family and convert the household decision maker.
Leveraging the media campaign creative, headliner music acts and high traffic event locations to inspire a future generation of cricket fans and players. Targeting other major events, sees event-inclined audiences become aware of the newer cricket match formats and excites existing fans, driving attendance to the newer Cricket Australia offerings in major cities.
