FMBX News

Innovision creates Cricket in the City before the Edgbaston Test

Edgbaston will be hosting the 3rd npower Test Match against India from the 10th August. To mark the occasion The England and Wales Cricket Board (ECB) will be hosting “Cricket in the City” a free, all day cricket festival taking place in Victoria Square, Birmingham on August 8th 2011 between 10am and 7pm.

“Cricket in the City” is a flagship debut event to engage and capture the imagination of the public; it will also create hype for the upcoming Test Match. The ECB is aiming to create a wave of enthusiasm right through to the grassroots level of the sport, encouraging as many people as possible to play, coach and volunteer in cricket.

Innovision is creating the experience. It has worked with the ECB many times in the past. innovision produced the acclaimed 2005 and 2009 “Cricket in the Park” fanzone experience” and worked with the ICC, ECB and MCC in 2009 to produce the opening presentation at Lord’s for the ICC World Twenty20 and all in-stadium activations.

Recognised for its experience in delivering high profile public and sporting events innovision was once again appointed by the ECB to create, manage and deliver the all day festival “Cricket in the City” which aims to raise the profile of Birmingham as an international city and to engage sectors of the community that would otherwise be difficult to reach.

“Cricket in the City” will run four core activities throughout the day:

• Crowd participation, including the ECB Cricket Factory designed to engage and encourage children from the ages of 4 to 18 and The NatWest inflatable Extreme Catching and Pro Bowling zone

• Coaching with the men and women England players

• Photo opportunities with the cricketers and the npower trophy

• Q&A session with the Indian cricket team

innovision’s creative team also designed and integrated sponsor branding with a contemporary look and feel to make the activation not only attractive to the sports section of the press but also beyond it to the news and entertainment sections of the regional media. The main objective being to broaden cricket’s appeal and encourage an increased number of people from a wider background to interact with the game.

With experience of working with broadcasters and the media innovision has teamed up with BRMB who be on hand not only to both promote and broadcast from the event but they will also be acting as the hosts on the day. Raaj FM (a local Punjab radio station) will also be in attendance. Both stations have been pre-promoting the event.

Return