New Zealand Cricket Annual Report 2005 - 2006

New Zealand Cricket (Inc.)Optimise revenue opportunitiesThe marketing campaign for the 2005/06 season focused on separatecampaigns for each of the three tours.The Chappell-Hadlee campaign began with a tour of the eventtrophy around Rebel Sport’s stores in Auckland, Wellington andChristchurch supported by radio advertising and Rebel Sport’s ownpromotional activity.The National Bank’s promotion to 600,000 customers alsocontributed to the campaign, along with the Summer of Cricketmagazine distributed via the Sunday Star-Times.Closer to the event, a strong multi-media advertising campaign wasdelivered in the three markets where matches were to be played. Thecampaign featured a 30-second television commercial, strong printmedia placement, posters, flyers, a radio campaign, viral email anddirect marketing to junior cricketers.A dedicated campaign was built around a new property, The NationalBank Neighbourhood, and this was continued throughout theSri Lanka and West Indies series.Radio and print campaigns combined with extensive media coverageto promote The National Bank Series against Sri Lanka and TheNational Bank Series against the West Indies.Close to 200,000 people attended international cricket duringthe summer.DB Breweries renewed their commercial agreement with NZC tobecome an official sponsor through the Export Gold brand andPowerade (a Coca-Cola brand) became the official supplier of sportsdrinks to the BLACKCAPS.NZC’s broadcasting rights holders, Sky Television and The RadioNetwork (TRN), continued to bring comprehensive coverage of men’sinternational cricket and a quality programme of men’s domesticcricket to the public. NZC is working with both Sky Television andTRN to ensure that cricket is presented in the best possible light.More than 130 hours of live cricket was broadcast by Sky Televisionand TRN in matches featuring the BLACKCAPS playing inNew Zealand.Develop effective partnerships with all NZC commercialpartnersNZC’s relationship with The National Bank remained strong duringthe financial year.The Bank has been the sponsor of the international home series since1999 and sponsor of the BLACKCAPS since 2003.38The opening match of the West Indies tour featured a campaignaround Chris Cairns’ retirement from international cricket.Marketing for this Twenty20 match featured comprehensive mediacoverage and innovative direct marketing to the Auckland publicincluding the use of heavily branded segway scooters in the centralbusiness district.