B2C • SPORT, LEISURE
The Hundred
Birmingham Phoenix
Having a good innings
MISSION:
The Hundred is cricket’s latest innovation, combining high-octane cricket with spectacular entertainment. Since this national competition launched in 2021, we have supported the regional team, Birmingham Phoenix, through clever PR and engagement campaigns to build awareness of the game and establish The Hundred as the summer's must-see, blockbuster sporting and entertainment event.
Approach:
Our key focus was throwing cricket’s doors open to everyone and supporting our client to build an iconic team brand that resonates with the local community and broadens Birmingham Phoenix’s audience profile in terms of demographic and diversity. We activated the team’s core values of determination, togetherness, community and diversity in the run-up to the competition and throughout the summer.
To drive strong coverage and event awareness, our activity has included player profiles, broadcast interviews, print features and event listings, and exciting PR campaigns to deepen messaging and increase brand awareness, ticket sales, and audience reach.
HIGHLIGHTS:
From our 2021 creative campaign ‘Faces of Phoenix’ to our 2022 consumer engagement activity ‘Every Ball Counts’ to our infamous ‘Canal Boat Media Day’ with Sky to our 2023 foodie-based campaign ‘Fire In Your Belly’, excitement has increased year-on-year to fever pitch levels.
With most home game fixtures selling out and widespread coverage achieved across the West Midlands, these successful campaigns prove that creativity and cricket go hand-in-hand to score a winning century every time.
COVERAGE ON BLACK COUNTRY RADIO