MCC’s 'The Tigers are Coming' promotional campaign has been awarded Best Integrated Campaign (international) at the ECB Business of Cricket Awards at Lord’s.
The campaign, run for the England v Bangladesh Test match in May, was rewarded for its success in using integrated marketing techniques over a wide variety of platforms.
Hear the roar
A ‘Roar booth,’ was set up in Whitechapel market, the heart of the Bangladeshi community in London, with a YouTube video receiving over 5,000 views.
MCC also visited other high density Bangladeshi populations in East London with flyers about special offers also targeted at those communities.
Ticket sales for the Test rose by 56% on the same fixture in 2005 with 30,000 tickets sold during the campaign.
MCC estimated an excellent return on the investment for the campaign while also taking the Lord’s brand into a previously untapped community.