Record media attendance at Hong Kong Cricket Sixes

Hong Kong
December 23, 2008

Members of the media flocked to the Hong Kong Cricket Sixes in record numbers as Two Up Front’s PR campaign and media management proved a huge hit.

A total of 64 media personnel from 34 different organisations attended the tournament at the Kowloon Cricket Club on November 8-9.

The figure represented a massive increase on the handful of reporters who had attended previous Sixes and was testament to Two Up Front’s media management capabilities and the effectiveness of the company’s PR campaign.

“This was our first year of involvement in the Sixes and we were very happy with the media’s response to the tournament,” said Two Up Front editorial director Niall Donnelly.

“Our objective was to elevate media interest in the Sixes and, especially, to persuade the Chinese media to report on a sport which traditionally has held little interest for them.

“We were delighted with the number of Chinese media who attended the Sixes and with the coverage we received in the Chinese press, which was partly due to our decision to send out all press releases in both English and Chinese.

“We also aimed for a huge improvement in media facilities at the Sixes and to provide much better access to the star players. On all these fronts, the tournament was a huge success.”

Two Up Front’s comprehensive PR campaign for the Sixes saw the tournament gain global coverage in print and on-line media while there was also unprecedented interest from international TV networks.

ESPN and CNN both sent camera crews to interview star players while Hong Kong’s own TVB channel made a documentary about the tournament.

The Sixes provided non-stop entertainment for the spectators who attended and tens of millions of cricket fans around the world who watched it live on TV thanks to a global distribution deal with Ten Sports.

The tournament was also broadcast live in Hong Kong on Now TV with, for the first time ever, Cantonese commentary.

Adding to the Sixes’ success was the greatest finish in the tournament’s 17-year history, with England beating Australia in the Cup final thanks to a last-ball run-out.

In addition to the Sixes, Two Up Front handles PR for three other major sports events in Hong Kong – the UBS Hong Kong Open golf tournament, the GFI HKFC Tens rugby festival and the HKFC International Soccer Sevens. The company also handles worldwide PR for the prestigious Ballantine’s Championship golf tournament in Korea.

ENDS