DELIVERING WORLD-CLASS EVENTS // ICC MEN’S CRICKET WORLD CUP 2019
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CONNECT, ENTERTAIN & INSPIRE
The build-up to the ICC Men’s Cricket World Cup 2019 was more detailed and rigorous than ever before for an ICC global event
When the 12th edition of the ICC Men’s Cricket World Cup got underway at The Oval on 30 May, it was the most digitally integrated tournament in the history of the game.
The aim was to enhance the experience of the spectator inside the stadium, and ensure a seamless delivery of engagement and entertainment, similar to that which would be so familiar to television viewers at home.
That meant utilising all the digital assets to their maximum, ensuring that messaging and in-game graphics were displayed in an integrated way across all outlets, whether that be LED boards, sightscreens or replay screens.
Each venue had a ‘hot spot’ where in-game interviews, fan engagement and sponsor activations took place while being broadcast on the replay screens. This was also the home of the popular ‘cricketarist’, the guitarist playing an instrument crafted from a cricket bat. This was one of the sports presentation enhancements delivered by Red Sky at Night Events.
That process was part of the wider goal to provide continuous engagement with the audience, an engagement that began as soon as tickets had been purchased.
The last mile of the spectator journey is a vital period to build a positive experience. Spectators were assured a welcoming presence at all transport hubs and all walk-in routes to the venues with plentiful signage and entertainment.
A volunteer force of around 4,000 Cricketeers were recruited and trained through 2018 to enhance the experience for spectators, media and other visitors to the tournament.
With the staffing structure of the Local Organising Committee (LOC) well in place, the 12 months up to the start of the tournament were devoted to planning and preparation to ensure that the required standards for an ICC global event of such prestige were met by all venues.
Three venue summits took place in London in the build-up to the tournament. These summits were attended by CEOs and key operational staff of all 11 venues from the 10 host cities. Attendees were updated on planning and expectations, specifically the key differences between hosting bilateral events and an ICC Men’s Cricket World Cup.
While some of the 800,000 ticket holders had visited the grounds of England and Wales for bilateral events or ICC Champions Trophy matches in the past, around 35% of UK-based ticket buyers were first-time purchasers so it was imperative to deliver as enjoyable and welcoming an experience as possible.
The branding, while of course uniform across the tournament, also promoted the host venue to a global audience.
Catering offerings were necessarily diverse and were tailored to the anticipated audience, reflecting the culinary tastes of the competing teams for any given match. ICC and the LOC worked closely with venues to ensure that the best possible range of catering concessions were in place for each match.
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