For the fifth straight season, TLA was engaged by Cricket Australia to manage and execute the PR for the summer of Big Bash cricket, across the KFC BBL|06 and rebel WBBL|02 competitions.
For the first time, TLA and CA had a renewed focus and objectives in executing a strategic PR campaign covering all elements of WBBL and BBL, with the two competitions having connectivity and to the same target demographic.
TLA assisted Cricket Australia across three key elements over the 2016/17 campaign:
WBBL Launch Weekend
All build elements (including permit approvals), PR launch, including players from each WBBL team and Cricket Australia spokespeople, social influencer engagement and attendance for opening weekend and distribution of media kits
BBL and WBBL press office
WBBL opening weekend media management including, launch event PR and media hosting at matches, ongoing support and liaison with club Media Managers, pitching big-hit features and profiling opportunities, Cricket Cares media relations, specific pushes around key matches i.e. double-headers and derby matches.
Social media integration
All elements of Felfie (fan selfie) production and output (design, coordination of promo staff, liaising with stadiums on logistics, reporting and analytics), engaging social media influencers for attendance at matches and social posts.
1,883 total media hits of coverage were achieved, with a total campaign reach of over 569 million. In a significant year-on-year increase, WBBL coverage made up almost 60% of total coverage achieved for the campaign.