Lord’s Cricket GroundCONTENT-LED STUNT TO REACH NEW AUDIENCES

What we Did

We enlisted the support of Game of Thrones star, Charles Dance, to pose as a Lord’s tour guide to show us around the famous and ‘traditional’ venue.

The mockumentary shows a different side of Lord’s, with Charles Dance introducing what’s on offer during the summer T20 fixtures.

 

From the Long Room, to the beautiful Lord’s outfield, Dance’s tour is interrupted by a series of disturbances as staff and players attempt to show a more ‘relaxed’ side at the ‘home of cricket’.

 

The video was sold into national and London lifestyle media and Charles was made available for select interviews.

 

The video was then shared across the MCC’s own social channels, through its eCRM and then seeded amongst London based sports fans to build awareness of the summer series of T20 games.

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304358 total video views
25Total pieces of Media coverage
25% Increase in ticket sales compared to 2015
18941183Total media reach