A&K Cheltenham Cricket Festival Competition

Background:

The Cheltenham Cricket Festival is the longest running Cricket Festival played on an out ground in the world. It was started by James Lillywhite in 1872 - the first match was played against Surrey and was won by Gloucestershire. No other Cricket Festival has been played on the same ground for that length of time and no other cricket festival in the world lasts for twelve days or more.

Objectives:

With a number of clients sponsoring this year’s event, apt joined with Gloucestershire County Cricket Club to promote the upcoming festival and maximise sponsor exposure for our clients Abercrombie & Kent and The Montpellier Wine Bar.

Actions:

Having built a strong relationship with The Gloucestershire Echo, we organised a competition within its editorial pages to giveaway a pair of tickets for a day out at The Cheltenham Cricket Festival, a family hot air balloon ride in the Abercrombie & Kent hot air balloon plus lunch at The Montpellier Wine Bar.

Results:

By teaming all our clients together, we were able to offer a fantastic prize and gain a page of editorial in The Gloucestershire Echo for the competition, which included information about the Abercrombie & Kent Coaching Zone and The Montpellier Wine Bar marquee returning to the festival this year. We organised for a photographer from The Echo to join the winning family, which gained further exposure following the event.