The last week of September 2022 saw The England & Wales Cricket Board (ECB) launch a joint campaign – it’s first running across both men’s and women’s England Cricket – to promote the ballot and ticket sales for the 2023 summer season which is spearheaded by an Ashes series for both teams.
The ‘Ashes, Two Ashes’ campaign, developed in harness with creative agency MATTA, promotes a narrative that places men’s and women’s cricket alongside each other and revolves around the idea that there is only one thing better than an Ashes Series – two Ashes Series.
The campaign is led by a hero ‘Ashes, Two Ashes’ film and a set of static, image and copy executions that place both teams side by side at the heart of next summer’s cricket action.
The ‘Ashes, Two Ashes’ campaign dropped on 22 September across ECB’s digital and social platforms and seeks to drive viewers to the ticket purchasing platform at https://www.ecb.co.uk/tickets/england.
“It’s an incredibly proud moment to launch the 2023 Men’s and Women’s fixtures together for the first time ever,” commented ECB Sales & Marketing Director Russell James. “We are looking forward to a bumper summer of international cricket with the Ashes for both teams, playing across the country and growing the fanbase for the game. We will undoubtedly have incredible crowds across men’s and women’s international cricket next year.”
MATTA Executive Brand and Strategy Director Matt Hunt added: “It was an incredibly exciting and timely brief to elevate the women’s game in the consciousness of the ticket buying cricketing public. With the momentum across women’s sport in general – from the Women’s Euros in the summer, already seeing increased attendances at both cricket at the Commonwealth Games, and rugby in the build up to the Women’s World Cup this autumn – the timing of this campaign is perfect to further accelerate the growth of women’s cricket in England. We can’t wait to see the results.”
Comment
This campaign, which rolled out as the English cricket season reached an Autumn climax with Surrey winning the County Championship, follows on from MATTA’s previous 2022 ‘This summer, have a Vitality Blast’ ECB campaign.
It aims to shift tickets for both the Men’s five test Ashes Series (which starts on 16 June at Edgbaston and ends at The Oval on 31 July) and the Women’s one test and three T20 Ashes Series (which begins at Trend Bridge on 22 June and ends at Lord’s on 8 July).
Leave a comment
You must be logged in to post a comment.