Cricket Australia: How BBL bashed through to a lost generation of Australians
Agency: George Patterson Y&R Melbourne & Mediacom
Advertiser:Cricket Australia
Author: Tom Ward and Meredith Simpson
Total Campaign Expenditure:$2 – 5 million
Strategic communications challenge
Testing times ahead for Aussie cricket
By 2010, Australian cricket was in a spot of bother.
Unlike other commercially successful sports, Cricket Australia (CA) was almost entirely reliant on its international formats for revenue generation – the domestic State competition suffered from low levels of interest and passion, and was losing money. And even internationally, CA was increasingly unable to...