VCCP Blue has created a new campaign for The Lord’s Taverners that will feature across various media channels this summer, capitalizing on the renewed interest in cricket that The Ashes series creates.
The Lord’s Taverners is one of the UK’s leading youth sports and disability charities and the official charity of recreational cricket. The Lord’s Taverners believes that sport and recreation are essential for young people to enhance their self esteem, health and socio-economic prospects, and gives around £2.5m every year aimed at disadvantaged young people and those with disabilities.
There are over 190,000 charities in the UK and competition for profile, funding and influence is intense. The Lord’s Taverners was founded 59 years ago as a Club. Its membership, which includes many celebrities from the world of sport and entertainment, is a huge strength but for many their support is based on the impact of the charitable giving. Looking forward, this campaign and the wider marketing strategy will focus on the words of people who have benefited from The Lord’s Taverners’ support.
Placed in conjunction with the current Ashes Series, the campaign draws on the close relationship The Lord’s Taverners has with cricket. However, the charitable giving is not limited to cricket – for example, the charity has a major Paralympic legacy programme focused on wheelchair basketball, tennis and boccia and future work will reflect this.
The adverts feature ‘thank you letters’ containing extracts from genuine letters sent to The Lord’s Taverners by young people who have benfitted from the charity’s work. The three executions have already featured online at testmatchextra.com, in national press and out of home at London underground and national rail stations during the Lord’s Ashes Test Match. The campaign will follow The Ashes to Birmingham and Leeds during the Edgbaston and Headingley Test Matches before returing to London for the final Test at The Oval.
Shona Langridge, Head of Fundraising & Communications at The Lord’s Taverners, said: “This campaign marks a major strategic change for The Lord’s Taverners and is part of a much wider marketing review led by our new communications team. We are thrilled to be working with an agency of such stature like VCCP Blue who have helped reposition and reinvigorate The Lord’s Taverners brand.”
Creds
Project name: Thank You
Client: The Lord’s Taverner’s
Brief: To raise public awareness of The Lord’s Taverners
Creative agency: VCCP Blue
Creative: Stephen Misir & Javier Romartinez
Exposure: Press, Digital Outdoor, Outdoor, Online
Account Managers: Patrick Flynn, Will Hunt
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For further information please contact Sarah Adamson, Marketing Manager, VCCP on 07709 484636 or 02075 927478.
Editors Notes:
An integrated communications agency pioneering a new approach, VCCP has a well-earned reputation as one of the most innovative agency forces working in the UK.
VCCP creates visual narratives, based on the principle that brands need to make an immediate visual impression to have an impact. Clients include O2, comparethemarket, Muller, COI, and London Olympics 2012.
The agency has also built a reputation for work that works. VCCP has won five IPA Effectiveness Awards between 2004 – 2007 including Gold and Grand Prix for O2 and The Effectiveness Agency of the Year (billings below £100m).
Recent activities include:
• Winning Muller Corners and Rice business
• Creating the most talked about campaign of 2009 with comparethemarket.com’s launch of Aleksandr the Meerkat
• Launching The O2 now the world’s most popular entertainment venue
• Launching the Government’s high profile Alcohol Harm Reduction campaigns
• Becoming the first creatively led advertising agency in the UK to launch a specialist search marketing agency, VCCP Search
The Lord’s Taverners is a thriving club, one of the UK’s leading youth sports and disability charities and the official charity for recreational cricket.
We believe that sport and recreation are essential for young people. Our charitable mission is to give a ‘sporting chance’ to young people in need; those who through physical, mental, social or economic disadvantage, not of their own making, would otherwise miss out.
We achieve this by:
• Encouraging participation in youth cricket, particularly in disadvantaged areas such as inner cities
• Supporting sporting and recreational activities for youngsters with special needs, such as donating minibuses, wheelchairs and providing grants for play, sport and sensory equipment
The Lord’s Taverners benefits hugely from the support of its regions and 4,000 members, many of them drawn from the world of sport and entertainment.
