The extensive agency roster for the 2019 Cricket World Cup has been announced with Ogilvy hired to handle PR, as the pre-tournament campaign begins to coincide with the launch of the public ticket ballot.
The initial campaign for the tournament - taking place in England and Wales from 30 May to 14 July 2019 - features cricket stars, celebrities and influencers under the tagline: "Are you in?"
A teaser video for the campaign’s launch film is set to be released at midday today.
The video itself – to be released on 7 August - stars Freddie Flintoff singing and dancing to Imagine Dragon's ‘On top of the world’, inviting the public to join ‘sports greatest carnival’. It features Radio 1 DJ Greg James; ex-cricketers Charlotte Edwards, Phil Tufnell and Kumar Sangakkara; influencers Josh Pieters, ReevHD and Danielle Haden; and fans from all 10 competing nations’ fan clubs.
Ogilvy said it has been tasked with driving engagement and awareness of the tournament with a new non-cricket audience.
The PR campaign will include a beginner’s guide to the Cricket World Cup – a series of videos on social media created by Ogilvy starring Chabuddy G, the fictional character from comedy show People Just Do Nothing. Ogilvy said it will then activate around key milestones in the lead-up to the competition.
Michael Frohlich, CEO, Ogilvy London, said: "We couldn’t be more delighted to work with the ICC Cricket World Cup 2019 team on the flagship event in the international cricket calendar and the most exciting sporting event to hit our shores since London 2012. From the very first meeting we connected about the opportunity to change perceptions of the sport, apply an innovative, creative approach to sports PR, and the chance to take ‘sports greatest carnival’ to a whole new audience."
This was originally published in PR Week.