RPM nets third annual ECB event series
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This summer, marketing agency RPM will deliver its third year of enhanced spectator engagements for The England and Wales Cricket Board, to encourage advocacy towards all forms of cricket and broaden the appeal of the game.
A TwelfthMan roadshow will be present at all international fixtures and both domestic finals to bring the Official Fan Community of England Cricket to life on a matchday. The roadshow will offer cricket fans unrivalled access to England Cricket with behind-the-scenes exclusives and news from the England camp as well as money-can’t buy prizes and engaging experiences.
At Friends Life t20 matches, RPM will deliver spectator engagement through a toolkit provided to all county cricket clubs, as well as enhanced activation at the launch match, Quarter Finals and Finals Day. At NatWest International T20 matches RPM will provide in-ground activations that engage the crowds and get fans behind the England team.
The activity launches on 17th May at the 1st Investec Test between England and West Indies at Lord’s Cricket Ground, finishing on the 15th September at the Clydesdale Bank 40 Final.
Tom Johnson, Event Brand Manager at ECB, said of the campaign: “The last two years of activity have seen spectators really embrace, enjoy and remain loyal to cricket. This year we hope to continue to demonstrate that cricket is fun for anyone, whether you’re an avid cricket fan or an occasional viewer. To ensure true engagement, we want to offer a genuine value exchange to cricket fans through initiatives like the TwelfthMan roadshow as well as providing original entertainment to help build and grow loyalty throughout all spectatorship.”
Dom Robertson, managing director at RPM said of the activity: “We share ECB’s drive to broaden the appeal of cricket to a whole new audience whilst increasing engagement with loyal cricket fans. Our 2012 TwelfthMan roadshow and enjoyable in-ground activations will ensure that families, friends and loyal fans have a memorable day out that further increases long-term engagement and loyalty to cricket.”
