New Zealand Cricket India Tour

Category: Consumer Services
Agency: DDB New Zealand Ltd
Advertiser: New Zealand Cricket

SUMMARY

New Zealand Cricket has never faced such challenging times in terms of attracting punters to venues to watch live international cricket.

The amount of international cricket played has increased hugely in the past ten years: rising from a single tour per season to multiple tours and up to 40+ days of international cricket across 15–18 matches each summer.

Television coverage of that cricket has also improved massively: making the option of staying at home to watch the action with live commentary, multiple cameras, super slow-mo shots, snick-o-meter and now “live pause” on large screen television sets an extremely attractive competition to the live action.

In addition, competition for the entertainment dollar has never been more intense. Concerts, festivals, recreation, sport: they all compete for the limited disposable income of Kiwis in an increasingly compressed window over the summer months. It's now harder than ever to get your hands on the spectator's dollar – even if you are New Zealand's summer game.