2011 Prime Ministers XI

Event and corporate hospitality management, media and marketing strategy and media management

Client Cricket ACT

The event

The Prime Minister’s XI cricket match is an annual event held at Manuka Oval in Canberra. The match sees a handpicked side made up of the best up-and-comers on the Australian cricket scene go head to head with a visiting international side.

In mid 2010 Earlybird Marketing and Events were appointed as event managers for the 2011 match which was to be played against the high profile English Cricket side. The project saw our team tasked with the complete promotion and management for the event from marketing and media management, corporate hospitality sales and all event logistics on match day.

Our work

Corporate Hospitality

The Earlybird team worked with ACT Cricket to develop and roll out a sales strategy for corporate hospitality at the PM’s XI. Our team’s aim was to position the corporate hospitality packages as a great way for businesses to be seen at the iconic social and sporting event of summer in Canberra, as well as a place where people have the opportunity to network with potential clients or talk business in a relaxed and casual atmosphere.

In 2011 there were a number of corporate hospitality packages on offer, from boardroom style functions, catered corporate boxes and marquees. In 2011 we also introduced new concession areas allowing guests to step away from the more traditional style marquees to a more chic and sophisticated space to entertain clients for the event. The new concession areas were very well received and were a sell out.

Media and Marketing

Earlybird worked with Cricket ACT to develop media and marketing program to promote the event. The main aspects of the strategy included an advertising and PR campaign, media sponsorship management, the development of an event website and the design of an entirely new creative concept that would be applied across all advertising, the event website, and the official program.

The event website was something the match had never had before and proved to be an important tool to disseminate key messages about the match and the most up-to-date news and announcements.

Working within a small budget, Earlybird put together an effective advertising schedule that leveraged off our existing relationships with local media and assessed current sponsorship arrangements to get the best value for money.

To complement the advertising schedule, our team implemented a PR program that kicked off with a media launch involving federal politicians, sponsors and players. The PR activities also looked at leveraging of key milestones in the lead up to the event to gain maximum exposure in the media, these included the naming of the teams and captains, focusing on local ACT players who were named in the side, the arrival of the teams into Canberra and preparation of the grounds for the match.

We were required to work closely with the host broadcasters Fox Sports to ensure the smooth running of the pre-match activities for their broadcast, as well as arranging time with the Prime Minister for commentary on the day. Earlybird was also responsible for the media accreditation process for the event that saw our team manage accreditation and onsite needs for over 60 journalists.

Event logistics

Earlybird worked with Territory Venues and Events to put together a logistical management plan which set out arrangements for corporate hospitality, infrastructure, event security, accreditation, event and corporate signage and team requirements. Our team also worked closely with the Department of Prime Minister and Cabinet to ensure the attendance of the Prime Minister was issue free.

Results

Despite the rain affecting some of the match, a 7000 strong crowd walked through the gates of Manuka Oval to enjoy the intermittent sunshine and a strong performance by both the PM’s XI and England sides. A number of corporate hospitality guests reported it was their most enjoyable PM’s XI to date with close to 1500 clients and their guests enjoying fantastic food, wine, guest speakers and a great game of cricket from their marquees or corporate events in the Bradman Stand.