CRICKET WORLD CUP
RETHINKING CRICKET TO REACH A YOUNGER, MORE DIVERSE AUDIENCE
Ahead of the 2019 Cricket World Cup in England and Wales, the ICC wanted to overcome existing, negative perceptions surrounding the sport and encourage new audiences to “rethink cricket”. Through social media influencers, live experiences and big media moments, we've tapped into the sports multi-cultural fanbase to a reach younger and more diverse audience. The campaign started with the Young People's Laureate, Caleb Femi, setting out a CWC declaration for fans to celebrate 'One Year To Go’ which appeared as a mural on London's Brick Lane with an emotive film launched via Twitter. The next phase of activity will be the Nationwide Trophy Tour as we take the World Cup on an unexpected journey around the UK. Pre-promotion will culminate with a star-studded opening ceremony, officially launching the tournament through music, entertainment and sport activations, alongside global talent. Once the tournament is underway, a final series of city centre fan zones will take place, bringing together local communities throughout the entire tournament.