The Official Travel and Tours Programme for the ICC Cricket World Cup 2019

Background

Held once every four years, the ICC Cricket World Cup 2019 will take place in England and Wales. Hosted at prestigious venues including the iconic Lord’s, Old Trafford and Edgbaston Cricket Grounds, the sport’s flagship limited overs event is returning to the Home of Cricket for the first time since 1999. The tournament will commence on 30 May 2019 and will be played in venues across England and Wales, with the final taking place on 14 July 2019.

STH has been exclusively appointed by the ICC to operate and manage the Official Travel & Tours Programme for the ICC Cricket World Cup 2019. Official Travel and Tours packages include match tickets with travel services and / or accommodation. The Travel and Tours Programme appoints Official Travel Agents (OTAs) in territories around the world to service cricket supporters.

Our Role

At the end of 2017, STH ran a global awareness campaign with the objective of finding and encouraging suitable travel agents to apply to become an Official Travel Agent (OTA) for the ICC Cricket World Cup 2019. Over 600 travel agents registered to apply, and after a careful selection process 18 were awarded OTA status. Having been selected, all agents were invited to an OTA workshop at Lord’s Cricket Ground where they learned about the programme, and global sales began on 1 May 2018.

STH acts as a brand guardian for the Travel and Tours Programme, and will approve all marketing and collateral from each Official Travel Agent and monitor black market activity. We will administer ticket allocations for each OTA as well as ensuring that all activity is complaint and within terms of agreement.

Find out more and visit the ICC Cricket World Cup 2019 Supporter Tours website here.

50%

of OTA applications came directly through ICC Cricket World Cup 2019 branded display advertising

Results

Our initial objective was to attract travel agents in popular cricket territories, including India, Pakistan and Bangladesh, to apply to become OTAs for the Official Travel Programme. Using tailored marketing messages for each target region, we were able to maximise engagement and therefore results, working closely with the ICC to push messaging via their social channels.

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applications to become an Official Travel Agent
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page views during awareness campaign
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clicks on digital adverts during awareness campaign

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