Promoting the Ashes in Wales


Glamorgan County Cricket Club hosted the opening test of the 2015 Ashes series between England and Australia from 8-12 July.

The primary objective of the PR campaign was to support the delivery of the event, create positive public awareness of the match in Wales and the legacy benefits of the fixture (in terms of both economic impact and increased participation in cricket).


The campaign success was to be measured by the delivery of the KPIs below:

  • 10 news articles highlighting the return of the Ashes to Wales
  • 4 features/articles/previews in regional media/pages
  • 2 features/articles/previews in regional men’s lifestyle media/pages
  • 2 x feature/article/preview in national media (subject to access to high profile players or ex-players)
  • 6 features/articles/previews in key regional media (outside news)
  • 2 features on key national radio programmes
  • 2 features on a key national TV programmes
  • 12 listings in key consumer lifestyle/national supplement what’s on pages
  • 4 features/articles in events pages of lifestyle/regional supplements


  • Effective issued a release, in association with the First Minister of Wales, Carwyn Jones, marking 100 days until the Ashes began
  • EC engaged with a wide variety of people with links to the game in order to give the Ashes in Wales a face, including the First Minister, Glamorgan’s English and Australian cricketers, ex-Ashes player Robert Croft, high-profile Australian businesspeople living and working in Wales and volunteers working on the test match
  • Effective was responsible for all PR surrounding the Welsh cricket club roadshow
  • Organised photography, wrote and issued releases for England’s ‘Welsh lessons’ and ‘Beach on the Taff’
  • Business – EC utilised its relationships with key business representatives and issued releases stating the economic benefits of the Ashes on Cardiff


Effective met all the pre-agreed coverage KPIs, successfully engaging with people across Wales and promoting the Ashes to a non-sporting demographic and helped generate a buzz in and around Cardiff in the lead up to the match.

Key stats include:

  • First Investec Ashes Test UK Television Audience – 7,151,700
  • 5 Days of sold-out international cricket at The SSE SWALEC in 2015 – 83,106 tickets sold
  • Professor Brian Morgan of Cardiff Metropolitan University and Don Snow, from Mandix Consultancy said the event Ashes Test of 2015 contributed nearly £11m to GVA in a typical year (forecast £5m), helping sustain the equivalent of 110 full time jobs.
  • Further expenditures off-site in hotels/restaurants/tourist attractions are estimated to have contributed about £8m to GVA with an employment impact equivalent to about 120 full time jobs.

In March 2016 it was announced that Glamorgan CCC had doubled its annual earning which was majorly helped by hosting the first Ashes Test.