Ahead of the start of England’s summer of test cricket, ECB official title sponsor LV= rolled out a new integrated activation platform called ‘In With Heart’ which forms a brand tribute to the entire game of cricket – at all levels and in all formats.
The campaign brings together stars of the men’s, women’s and disability teams with grassroots champions and leading fans and encourages everyone involved with the game to discuss what it means to them and their lives.
The activation, whose title references the sponsor’s green heart logo, launched with the premier of a hero 2-minute and 10-second spot on 27 May across sponsor and rights owner digital and social channels.
The film features brand ambassadors Michael Vaughan and Isa Guha, as well as Ben Stokes, Jofra Archer, disability star Jordan Williams and The Barmy Army’s Rob Lewis and others discussing their own favourite career moments.
To further drive campaign spread, participation in the activation and boost its new LV+ social media channel followers, the hero spot is supported by a ticket contest strand which asks viewers to post and tag posts and follow @LV_cricket to be in with a chance of win a pair of tickets to the England v India test at Trend Bridge on 6 August.
WIN TEST TICKETS – Like Follow Tag
To enter:
Like this post & tag who you’d take to the cricket
Make sure you’re following us @LV_cricket
Enter as many times as you want*ends 10th June 2021. 6 winners drawn at random. Full T&C’s at https://t.co/EHrD1MS9uA pic.twitter.com/ZaodkaM18W
— LV= Cricket (@lv_cricket) May 27, 2021
Through the season the sponsor will run a ‘In With Heart Tour’ and the first stop will be in Bristol ahead of the LV= Insurance Women’s Test. The tour will bring England and County cricket stars, both past and present, to eight different #Funds4Runs initiatives around the country, to connect the elite and grassroots games together, and celebrate what’s at the very heart of the game – the people.
Former England cricket captain Michael Vaughan and former England bowler and broadcaster Isa Guha will both be working with the brand through the summer as brand ambassadors for the ‘In With Heart Tour’.
A further strand of the initiative see LV= present eight #Funds4Runs grants that focus on areas where access to cricket is limited – including children from deprived backgrounds, diverse communities, disability groups and women and girls initiatives – to help connect them with the elite game.
“Our In With Heart film brings together faces from all walks of the cricket family and really showcases the excitement, passion and community spirit the sport generates, whether you’re playing in the park with friends or walking out to bat at Lords in a Test match,” explained LV= General Insurance Managing Director Heather Smith. “This togetherness and unity have never been more important and that’s why we’re so proud to be title partner for the next three years.”
ECB Chief Executive Officer Tom Harrison added: “The ‘In With Heart’ campaign underlines LV= Insurance’s support for the entire cricket community and celebrates the close connections that make our sport unique. The pandemic has taught us the value of strong relationships, from grassroots level through to our England teams, and thanks to LV= Insurance we will reach out to even more people to show them that cricket is a game for everyone.”
Comment:
LV= has a long standing relationship with English cricket and has supported the game from grassroots to professional level for many years
This summer’s tests start with a two-match LV= Insurance Test Series against New Zealand, followed by a five match series with India.
Thius latest wave of work follows on from LV=’s #FundsForRuns activation at the start of the year.
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