Aside from the arrival of Jeremy Wells' column in the Herald, 2012 hasn't been a particularly memorable one for New Zealand Cricket. But things can only get better (right?) and, after a short competitive pitch process, it's chosen indie agency True to help out.
The account was held previously by DDB (remember this?), but it didn't have an agency last year. NZC didn't want to divulge which other agencies were involved in the pitch.
The business was awarded based on recommendations to build ticket sales through the upcoming England tour and a longer-term plan to re-invigorate the summer game and create an enduring platform to attract more fans to international games.
"We have a few cricket tragics here at True, including myself, so we’re incredibly passionate about seeing NZC perform both on and off the field”, says True managing director Matt Dickinson. "So when you’re that into what you’re selling, it makes it easier to come up with the right thinking."
And this passion for the sport has already been shown with an ad for one of its other clients, Freeview. http://www.youtube.com/watch?v=XAZkO7kfd4U
James Wear, general manager of commercial and marketing at NZ Cricket says "True’s insightful approach and passion for Cricket came through strongly in the process. We’re looking forward to working with them for this season’s tour of England and beyond."
The English tour starts with the first of three T20 matches on the 9 February. This is followed by three One Day Internationals and then three test matches. Tickets go on sale on Monday 3 December.