Campaign: Sport - 'Exhibition' wins new fans for England

Campaign: The Great Exhibition
Client: England & Wales Cricket Board (ECB)
PR team: Threepipe
Timescale: April-September 2009
Budget: £50,000-£100,000

The ECB created 'The Great Exhibition' to capitalise on the interest generated by an Ashes summer and the World Twenty20. A major aim was to increase membership of Twelfthman, the England supporters club.


- Increase the cricket fan base in the UK

- Increase unique users of and sign-ups to Twelfthman e-newsletter

- Add 80,000 new cricket fans to the ECB database for future communication.


England supporters were invited to express their support for the team online. The best messages would be put on display in the England changing room before each Test. Fans were also asked to upload footage of themselves singing Jerusalem, the unofficial cricket anthem, with the best clips to be shown at each Test ground. A Twelfthman Van toured around the UK inviting fans to record clips and messages. Clips were captured from celebrity cricket supporters.


The campaign reached more than 2.6 million people through social media, including YouTube, Facebook and Twitter.


The cricket fan base rose by 33 per cent. Subscriptions to Twelfthman e-newsletter increased by 60 per cent and's unique users to 750,000. More than 80,000 names were added to the ECB database.

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