ECB: Women's Cricket's Time (Ashes 2023)

The Brief

2023 marked the first time the men’s and women’s Ashes were marketed alongside each other with the ‘Ashes Two Ashes’ campaign. It was also the first time the women would play at the biggest venues – Lord’s, Trent Bridge and The Oval. An opportunity to increase the awareness of women’s cricket and deliver a step-change in attendances.

Campaign Execution

We developed an earned media campaign including influencer, content, seeding and headline-grabbing stunts to drive awareness of women’s cricket. The campaign culminated in our ‘parity projection’ of captains Heather Knight and Ben Stokes on Tower Bridge, which took media and fans by storm and elevated the women’s team into public consciousness like never before.

Results 

We generated 400+ pieces of proactive media coverage and over 110k people attended the women’s games compared to 30k in 2021.