Caribbean Airlines
#CAL2CPL
Our Role: Branding, Event Production
The Challenge:
Caribbean Airlines sought to solidify their role as a major sponsor of the Caribbean Premier League (CPL) tournament, and increase the brand’s visibility both in-stadia and on television.Solution
- Launched a Caribbean-wide traditional and digital media competition entitled #CAL2CPL
- Designed and developed model mascots ‘HummingGirls’ to appear during press tours and in stadia
- Negotiated a celebrity endorsement, produced an adapted version of Farmer Nappy’s ‘Big People Party’ – entitled ‘Big Cricket Party’
- Conceptualized and produced a VIP cricket experience for competition winners at the CPL tournament
Results
- 10,000+ competition entries for the VIP cricket experience
- Improved awareness of the Caribbean Airlines brand at the tournament – 85% of people interviewed recognized the brand activations at the game
- Increased visibility on television and in-stadia for the game
