The campaign kicked off last Friday (16 May) at Nottingham’s Trent Bridge ground and will run until 23 August. RPM will be in charge of creating the programme of match day activations across the series to reflect the new Blast branding, as well as ensuring the Natwest T20 Blast matches feel like cricket events for those attending rather than a game of cricket.
The agency has also devised fan engagement strategies as part of the campaign through competitions and giveaways, as well as a toolkit and guidelines to ensure consistency across all 18 participating county grounds.
Activity will include a bespoke sizzle video for each county, a redesigned Guard of Honour walk out for each match, unique giveaways and new music stings.
Pyrotechnic displays, pitch-side entertainment such as drummers, mascot scripts, staff training, fresh designs for volunteer uniforms and new creative for match-day lanyards has also been devised by RPM.
Dom Robertson, managing director at RPM, said: "Fans won’t flock to T20 matches simply for dancers or pyrotechnics, so we needed to evaluate every consumer touch point; it's a great opportunity to really interrogate the game and its opportunities.
"But as the game is played at varying grounds across the country, it was also important to ensure consistency in levels of energy and excitement. So the other challenge was to get country grounds to buy into the new strategy."
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