Watch: Huge city-wide relay launches Cricket World Cup in Cardiff

The Mallory Group delivered a campaign to bowl over cricket fans as they descended on the Welsh capital for the Cricket World Cup.

The Cardiff Wales Stadium will host several games throughout the tournament and the brief from the England and Wales Cricket Board was to get the people of Cardiff excited about the event and showcase what the city has to offer through various landmarks and iconic locations.

The communications agency developed the idea of an official cricket ball being thrown around the city in a huge relay. Starting at Cardiff Central Train Station it featured a number of tourist destinations: Cardiff Bay, the Senedd and Opera House, and crossed the River Taff before making its entrance to the stadium were it was presented to the Sri Lankan and New Zealand captains by 10-year-old, Harry Topping-Morris, representing the cricket charity, Chance to Shine.

The route covered over 8.8km, 1,835 throws and catches, and 542 fielders took part including Cricket World Cup Ambassador and ex-Welsh rugby star Shane Williams, the Cardiff Devils, and the Welsh Guards.

James Toller, director at Mallory Group, said: "We had a number of sessions with the full team here and then worked closely with the CWC city and spectator experience team to grow and develop the idea. It’s been great to see the idea come to fruition and the people of Cardiff and the travelling cricket fans really embraced the challenge."

"The Ultimate Delivery event created a real party atmosphere and provided an opportunity for Cardiff to show off its people, attractions and its unique culture welcoming sports fans young and old", added Paul Smith, director of city and spectator experience, ICC Men’s Cricket World Cup 2019.

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