Frank PR to help widen the appeal of the ECB's flagship domestic competitions

The England and Wales Cricket Board has called in Frank PR to help widen the appeal of its flagship domestic competitions.

Frank PR: to promote ECB domestic games
Frank PR: to promote ECB domestic games

The cricket governing body has awarded the agency a consumer campaign aimed at boosting popularity, viewing figures and attendances of Friends Life t20 and Clydesdale Bank 40 tournaments during the summer.

The campaign hopes to make the two competitions, played for by counties across England and Wales, 'must-see' events in the British Sporting calendar. It will focus on encouraging families to participate.

Twenty20 was introduced to English cricket with great fanfare, but the shortest form of the game has become overshadowed by the Indian Premier League and international tournaments. The t20 event regularly attracts county cricket's largest crowds, but attendances have declined since the launch of Twenty20 cricket, leading to top figures in the game calling for a revamp of the tournament.

Frank will report to Steve Elworthy, director of marketing and comms at the ECB, who said the agency's 'unique approach to PR can raise the profile of the sport and, in particular, the domestic competitions in England and Wales this summer'.

The win marks Frank's latest foray into cricket, after picking up PR briefs for England trio Kevin Pietersen, James Anderson and Stuart Broad last year.

The agency also advised and counselled England oneday wicketkeeper Steven Davies on media strategy when he decided to announce his sexuality.

The Friends Life t20 season runs from 1 June through to finals day on 27 August, when the top four counties will battle it out at Edgbaston in Birmingham.

The Clydesdale Bank 40 is now in its second season and runs throughout the summer, culminating in a final at Lord's on 17 September.

All 18 first-class counties are involved, as well as teams from Scotland, Netherlands and Unicorns, a team of players without first-class contracts.

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