![](Legend-Richie-Richardson-he.jpg) |
Legend
Richie Richardson helps teach Ft. COllins about
cricket |
In December Stanford 20/20 launched an aggressive US$3.5
million marketing campaign around the concept You Gotta See
This 20/20 in Fort Collins. The campaign consists of local
radio, newspaper and television advertisements, including a
spot during the coveted Super Bowl time slot, outdoor media
such as billboards, bus panels, bus shelter and bench ads,
as well as indoor mall banners and panels. The Stanford
20/20 marketing agency also engaged a street team comprised
mostly of students from Colorado State University to spread
the word on campus and around town by walking around wearing
mobile computer monitor screens called Adwalkers that show
the You Gotta See This television advertisements and allow
members of the public to undergo a cricket trivia test and
enter a sweepstakes to win a grand prize of US$20,020.
Literature was direct mailed to every household, inserted
into local newspapers and available at all Stanford hosted
events.
In addition, a customized website
www.yougottaseethis2020.com was developed and as
of February 12, it has received thousands of hits to date.
“Demographics were a key factor in choosing Fort Collins as
our test market,” said Sir Allen Stanford of the Fort
Collins campaign. “I would like to see the American audience
made up of 60 percent women and children so my ideal test
market is a young, family-oriented community, something that
Fort Collins exemplifies.”
The city having a college was the second most important
factor and the cold climate also played a part in the
decision, the theory being that city in a cold climate would
respond well to a sport being played in the tropics.
Ann Arbor, Michigan and Lincoln, Nebraska are other cities
that were considered, said Stanford.
In addition to the advertising campaign, a customized US
broadcast feed has been produced by Century TV, the same
production company that broadcasts the Tournament around the
world. American broadcaster Chris Gann is in Antigua and he
hosts a pre-match show that is geared towards explaining the
game to the people in Fort Collins. The show and the matches
are aired locally in Fort Collins to the general public at
no cost.
Viewing parties are held for every match at local pubs and
bars throughout Fort Collins. Each venue has a Stanford
20/20 Promotional kit which includes full size free-standing
player cutouts, flag garlands representing the countries
participating, bats for display, coasters, posters and other
paraphernalia.
The viewing parties have proven to be very popular with
groups of people coming out each night to watch the matches
and ask questions about the game and how it is played.
“The overall response has been very positive with a regular
following being developed and more and more people becoming
interested in the game,” said Julie Hodge, Executive
Assistant to Mr. Stanford, who is on site in Fort Collins
for the Tournament. “They are really very enthusiastic about
the game, asking lots of questions about how it’s played,
cheering when 4’s and 6’s are made and screaming when there
are dropped catches and wickets. It is appealing to a young
crowd as well and the children are really interested in
learning how to play, with some even setting up makeshift
wickets in their backyards and streets so they can play,
just like you would see in the Caribbean.”
Legend Richie Richardson travelled to Fort Collins to train
the street team in the fundamentals of cricket and a Fort
Collins Stanford 20/20 Ambassador, former Colorado State
University football coach Sonny Lubick, has been retained to
advance the Stanford 20/20 cause.
"I love sports, and I felt now was the perfect time to learn
a new game," said Lubick. "Our community has the best sports
fans, and the spirited nature of cricket will fit right in
here. I'm looking forward to experiencing the energy and
excitement of cricket and the Stanford 20/20 Cricket
Tournament."
Other activities to attract the Fort Collins population to
cricket included a reggae concert, raffles and radio
giveaways to win cash and trips to Antigua for the matches,
online promotions, a Stanford 20/20 Cricket Family Day
officially declared by the City of Fort Collins, street
parties and a Cricket Skills Challenge.
The final numbers have not been crunched yet to determine
how successful the extensive advertising and marketing
campaign in Fort Collins has been but initial reports
suggest that Sir Allen may have hit upon something big,
especially if the emails that are coming in to the
Stanford2020.com website are any indication.
“I live in Fort Collins, Colorado, USA,” writes David. “Sir
Stanford launched a campaign to bring the 20/20 tournament
to local television. I would just like to say that I could
not be more excited. I have never watched cricket before but
I am now hooked. I watch every night, even the replays from
previous matches. The atmosphere in Antigua is absolutely
amazing. I would like to personally thank Sir Allen
Stanford.”
“I'm thoroughly enjoying the cricket from the Fort Collins
broadcast,” says Joe. “What an incredibly exciting game! I
would like to start planning to attend a few matches live
for the next tournament. When is the next Stanford 20/20
going to be?”
“Thank you for bringing Cricket to Ft. Collins!” says Peter.
“It is an incredible sport and I am certain that many people
will enjoy it. One person with a vision can make all the
difference!”
“It’s fairly novel, with all modesty aside. It’s Mardi Gras,
the Super Bowl and a family reunion all rolled into one,”
says Stanford. “In a few short years this [Stanford 20/20]
will take |