C4 to revive cricket with £3m campaign

Channel 4 is planning a £3m marketing campaign around its England cricket coverage to revive the sport after the national team’s dismal performance in the Cricket World Cup.

Channel 4 is planning a &£3m marketing campaign around its England cricket coverage to revive the sport after the national team’s dismal performance in the Cricket World Cup.

A two-week poster campaign breaks on July 19, three days before the start of Channel 4’s first televised test in the England versus New Zealand series.

On-air promotions will run from June 21 to late August, when the series ends.

Channel 4-branded merchandise, including clothing, and grass roots initiatives, such as Channel 4 cricket kits for schools and youth coaching sessions, are also planned.

The creative work, to be produced in-house, aims to bring out the dramatic side of the game and the personalities of the players, in an effort to raise enthusiasm for the sport.

Channel 4 marketing manager for factual Bill Griffin says: “We want to raise the energy levels around the game.”

Press ads, which refer specifically to the match action, will run during the four test matches.

An Internet site and a magazine will also be launched to accompany the coverage, which will be sponsored by Volkswagen.

There are plans to sell special airtime packages, for example, to manufacturers of ice cream and hay fever remedies if the weather is sunny.

However, media buyers are concerned that the midweek afternoon cricket coverage will run into Channel 4’s programming for young adults after 6pm, such as Roseanne, Hollyoaks and TFI Friday.

MediaVest board TV director David Jowett comments: “Channel 4 has to do a balancing act to make money from cricket advertising revenue and not damage its 16- to 34-year-old audience.

“It also has to show racing on Saturday afternoons,” he adds.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here