Worcestershire County Cricket Club

In 2009 Worcestershire County Cricket Club (WCCC) celebrated its 110 year anniversary as a First Class County. To celebrate this alongside the addition of gold to the allocated playing kit colours, the Australian team playing at the ground in an Ashes warm up match and the opening of the first phase of their on-site development 'The Graeme Hick Pavilion', the first unified campaign for WCCC was created and aptly titled 'The Golden Summer of Cricket.'

PM utilised various imagery to link all of the golden aspects together. This ranged from molten gold when representing the luxury hospitality, dramatic imagery of the shining sun for the glowing Twenty20 competition, relaxed sunglasses, rather than bails, placed on top of the stumps reflecting play at the world famous New Road ground for the 40 over competition, and a distinct advertisement depicting a golden lion door knocker on the wooden bat representing the 4 day warm up match between the England Lions and the Australian side.

The spectacular artwork was disseminated through various mediums including: outdoor displays, leaflets, posters, e-shots, web banners and more, that all helped pack out the stands and hospitality areas that summer! Additionally, the campaign was rated in the top four integrated marketing campaigns of 2009 at the Business of Cricket Awards hosted by the governing body.

Further to this, WCCC identified the need for a mascot and so, Roary Royal was born! A 6ft tall lion with a purple pear shaped nose who is now king of the County ground, encapsulates all of the key elements for WCCC. Roary, initially designed as the mascot for the Junior Royals, the under 17s membership category, helped with the overall aim of creating a family friendly atmosphere and as an extension to his Junior Royals role, Roary and his cartoon friends, depicting a whole host of jungle related cricketing scenes, welcomed people to the 'New Road Jungle' and became pivotal to the marketing of the family friendly 40 over format of the game of cricket!

Furthermore, the much loved cartoons boasted subtle hints of camouflage throughout the artwork tying in the Help for Heroes links from the primary marketing campaign for 2010. The much loved Twenty20 Help for Heroes camouflage campaign, aimed to raise awareness and money through the sale of the replica camouflage playing shirts and donations. PM also took all of the photographic images of the WCCC players and 2nd Mercian Regiment including such scenes as cricket huddles and padding up before going out to bat. These images were displayed around the ground and on the perimeter fence for all to see when at the ground and on Sky TV. The dramatic images were also used as the imagery for the marketing campaign that drew in the crowds to the action packed games.

The 2010 campaign was also rated in the top four in the country at the 2010 Business of Cricket Awards, showing that PM is batting up the order!