C4 TRY TO STIR UP ASHES AUDIENCE

CHANNEL 4 are launching a £500,000 marketing campaign linking music with sport to promote their coverage of ‘The Ashes’ series, in a bid to attract new, younger audiences to cricket.
The strategy was developed by Channel 4 in conjunction with brand strategy and communications agency Michaelides & Bednash and aims to present cricket to new audiences in an entertaining environment.
The campaign started on June 18 with a 96-sheet poster and national press advertising devised by Rapier. Creative focuses on the intense rivalry between England and Australia in the run-up to the first Test, beginning July 5 at Edgbaston. Subsequent matches will take place at Lord's, Trent Bridge, Headingley and The Oval. The series concludes on August 27.
Advertising will be supported by the Channel 4 Summer Tour which kicks off on Brighton Beach on July 5. The tour features a giant screen that will broadcast live coverage of the cricket during the day followed by live music by Fatboy Slim and Groove Armada in the evening and a film screening. The tour will also visit Bristol, Bradford and London.
As part of the strategy, Channel 4 have teamed up with sports marketing company Activate and English Cricket Board to encourage children to take part in ‘beach cricket’ a simplified version of the game which forms part of the tour and will be extended into inner cities.
Channel 4 will film all the initiatives as well as the matches at Lords and use the footage to promote Channel 4 cricket in short films in cinemas and on Channel 4, as well as on posters and in national press. (CD)