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The making of the #SussexFamily

16-Jun-2016

As its official marketing partner, Pleece & Co constantly works with Sussex Cricket to look for ways to innovate and bring new audiences and people into the Club. Indeed, one of Sussex Cricket's key aims is to help the game to appeal to a wider audience.

Working closely with Tom Rose, Sussex Cricket marketing manager, and the team at Sussex this season, we devised a new campaign to promote the 2016 NatWest T20 Blast campaign. After last season’s BOCA award winning campaign, Believe in the Dream, we wanted to look at another angle and create something that chimed with the ECB’s desire to attract more families into watching NatWest T20 Blast.

Fusing together the idea of traditional family days out with the cricket family, we came up with a campaign we called the #SussexFamily. The video, the focal piece of the campaign, features a young granddaughter and her grandfather as they make their way to the beating heart of Hove for a T20 Blast game from different corners of the county.

By casting these characters as the heroes of the piece, we wanted to challenge the perception of whom T20 Blast is aimed at. It’s not just a boozy sing-a-long on a Friday night, it’s also a fun and almost magical event for all the family under the lights. Many families come to the match together to enjoy the unique atmosphere and high-octane excitement that T20 Blast offers and, by showing different generations of Sharks’ fans on their journey to the ground, we wanted to appeal to young and old - and everyone related in-between. A big "thank you" to Sally and everyone from Drama Queens for supplying such a fine leading actor and the people for the rent-a-crowd.

The term ‘Sussex Family’ has echoed around the pavilion at Sussex for eons, as well as informing the values that have guided the team successfully for many years, so our goal was also to imbue the phrase with deeper meaning and to provide a narrative for the club to take ‘ownership’ of for this campaign - and beyond.

We’re already thinking ahead to next year’s campaign, so if you have any ideas or would like to be involved in the production, feel free to throw them into the mix by emailing Tom.Rose@Sussexcricket.co.uk #SussexFamily

Gary Pleece, Pleece & Co

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