England Cricket and Matta partner to drive excitement for upcoming World Cup

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Eoin Morgan in ECB's campaign

The England and Wales Cricket Board (ECB) has launched its 'Express Yourself' campaign, designed to speak to young sports fans and provide insight into the players' personalities.

Working with London agency Matta, they have created a campaign including a high-octane video to be aired in cinemas and online, as well as outdoor assets in the run-up to the championship. 'Express Yourself' hopes to engage a younger audience than previous cricket campaigns, namely the 16-24 market, ahead of a landmark year for cricket.

2019 will be the first time England hosts the Cricket World Cup since 1999. ECB hopes to emphasise the excitement of One Day International Cricket and encapsulate the team's philosophy and beliefs.

ECB's Head of Marketing, Jenny Smith, met with team captain Eoin Morgan a year and a half ago to start planning the campaign - hoping to get a better idea of the team's "culture and transformation" for an "authentic" campaign.

The Cricket Board's in-house team is also working on social content to profile the England players alongside influencers, featuring their passions and pastimes. 

Smith said: “What we are trying to do is communicate the diverse nature of the team and the exhilarating cricket they play. We want to make people think differently about cricket through the lens of this exciting, diverse England team.

“Among people further from the game there is that perception [that cricket is uninteresting]. We have a huge base of fans who know just how exciting cricket is. That perception is rooted in some of the historic associations of the game. Part of this is us presenting it to them in a manner that might not be expected.”