Cricket Australia – PR

TLA work closely with Cricket Australia on both International Cricket and the Twenty 20 Big Bash League.


05 Dec 2015



For the fifth year running, TLA was engaged to assist Cricket Australia with PR activity across all of the Test, One Day International and T20I matches for both the men’s and women’s teams throughout the 2014/2015 season.

The 2014/15 season was the longest ever summer of cricket on Australian soil and ran from early December until late March. This incorporated a KFC T20I Series, Carlton Mid ODI Series, Carlton Mid ODI Tri-Series, Commonwealth Bank Test Series and the once-in-a-generation ICC Cricket World Cup.

In the lead up to and during the season, TLA generated publicity for Cricket Australia across print, radio, TV and online platforms across Australia. Given the length of the season, significant strategy and planning was in place to ensure that cricket remained present in the media and messaging did not tire ahead of the ICC Cricket World Cup.

With a renewed focus on building fan engagement, TLA also secured several profiling opportunities across the campaign in an effort to showcase player’s personalities and to connect fans with the teams.

Furthermore, TLA was also tasked with generating publicity for Cricket Australia’s community action program, Cricket Cares, to highlight the continued association with Movember and The McGrath Foundation.

Over the eight month campaign, the total PR coverage generated by TLA was significantly higher than the previous year with over 250 pieces of coverage generated, including nineteen front/back pages in key media publications nationally.


Over the last three years, TLA has been tasked with managing the colour and lifestyle Public Relations activity for Cricket Australia’s domestic Twenty 20 competition, the Big Bash League.

Our brief was clear, to generate new and interesting ideas which help build talkability for the League across new media, lifestyle publications and the early general news.

TLA has worked closely with the eight team Media Managers who operate concurrently with us on the more traditional sport coverage. We work alongside each of the teams to generate colour and ticket sales led publicity around milestones such as season launch, NYE Eve and Derbies. Given the size and the geographical spread of the League, and to give Media Managers more flexibility in the way they use talent for colour media opportunities, we created a ‘framework’ of PR campaigns which could be appropriated and leveraged by Media Managers with our assistance depending on their local market. TLA also worked closely with the League’s new host broadcaster, Channel 10, to come up with new and different coverage opportunities via all their news and lifestyle platforms.

In our most recent year working alongside Cricket Australia’s Big Bash League Marketing Team, there has been a renewed focus on female fan engagement and making the competition more attractive to Australian mums. In response to this, TLA has more than doubled our PR team and put in place a communications strategy which directly targeted online and social media channels that spoke to this new target audience.

Finally, in 2015/16 Cricket Australia launched the inaugural Women’s Big Bash League. The WBBL offered an incredible opportunity for TLA to share the stories of the women in this country who play cricket. Our strategy centred around profile building in various online publications around the country. These women live incredible lives outside the sport and in many ways make for more interesting content then their male counterparts.