The Vitality Blast required sustained ticket sales growth across a 10–12 week tournament window, balancing nationwide awareness with hyper-local matchday demand. The objective was to drive new customer acquisition and increase attendance across all 18 counties, while navigating a competitive summer sports landscape and evolving late-booking behaviours.
We developed a multi-channel paid media strategy spanning YouTube, Sky VOD & Linear, Meta, Programmatic Display, Social Amplification, TalkSport and high-impact OOH.
The approach balanced national scale with regional precision, aligning media investment to population density, stadium capacity and infrastructure nuances. Recognising late purchase patterns, we consolidated media phasing to drive higher frequency and recall, creating more efficient, data-enriched campaigns that sustained demand throughout the tournament window.
Increase in paid media was attributed to ticket sales YoY
Increase in paid media attributed revenue YoY
Overall improvement in campaign engagement YoY
Decrease in cost per click
Beyond performance metrics, the strategy delivered stronger fixture momentum across counties, improved acquisition efficiency, and established a scalable media framework to support continued domestic cricket growth.
