In the second week of March, the England & Wales Cricket Board (ECB) rolled out a fresh brand and promotional campaign for the new Vitality Blast to celebrate the start of the new season and to mark what it trumpets as the world’s longest-running professional domestic Twenty20 competition turning 20 years old.
Created in harness with the ECB’s regular sports, fitness and well-being creative agency MATTA, the marketing burst champions the dynamic nature and vibrant culture of the Vitality Blast as it encourages domestic cricket fans to ‘Have A Blast!’ this summer while also encouraging ticket sales and tournament attendance.
The nationwide campaign spans television, radio, OOH, digital and social channels and was launched by a ‘Vitality Blast: Mascot Race’ video.
This year we're celebrating 20 years of T20
Tickets for the 2022 @vitalityblast are on sale now. Get ready for an action-packed summer by securing the best seats in the house.
— England and Wales Cricket Board (@ECB_cricket) March 9, 2022
Tell your mates.
The 20th season of T20 is not to be missed
️ Tickets: https://t.co/RaeQhgK9iz#20yearsofT20 pic.twitter.com/VxByKoQxcu
— Vitality Blast (@VitalityBlast) March 9, 2022
This summer, have a BLAST! #Blast22 tickets are on sale now! #20yearsofT20
— Vitality Blast (@VitalityBlast) March 9, 2022
Some champion kits
Which is your favourite @KentCricket T20 shirt?#20yearsofT20 pic.twitter.com/YUoaduX55y
— Vitality Blast (@VitalityBlast) March 10, 2022
The iconic red
Pick the best @lancscricket kit #20yearsofT20 pic.twitter.com/CJKXQ6IsSK
— Vitality Blast (@VitalityBlast) March 11, 2022
“The Vitality Blast appeals to passionate cricket supporters as well as wider social sports fans because it brings together so many wonderful ingredients – authentic all-action cricket, a vibrant crowd and all the fun of a high-octane cricket spectacle,” commented ECB Sales & Marketing Director Russell James.
MATTA Executive Brand & Strategy Director Matt Hunt added: “What we wanted to do with this brief was to reinvigorate a well-loved sports brand and highlight the breadth of appeal it has for fans of all backgrounds. If you’re a cricket fanatic, there’s action you’ll love. If sport helps you have great times together with friends, family or mates from work – there’s nothing better than Vitality Blast!”
Leave a comment
You must be logged in to post a comment.