The Brief
The people who love cricket already come. To grow, you have to bring in people who don't. The franchise had a stunning home ground, a hero captain in Darren Sammy, and a league brand built around festivity. The brief: grow ticket sales without raising prices, without leaning on paid campaigns that don't compound, and without losing what made the team a Saint Lucian institution.
In other words, find the people who weren't coming and give them a reason to be there.
The Work
The product wasn't cricket. It was the party the cricket happened inside of.
We stopped trying to sell more cricket and started building a calendar of programming that touched every part of Saint Lucian life. Eight major activations across community, culture, and hospitality: youth cricket clinics, Beach Olympics for underprivileged youth, the Rising Stars Awards, a Carnival sponsored bus across Monday and Tuesday, a two-day island road tour with the players, a Stars Beach Mixer at the Royalton, player meet and greets, and full production design for the season opener.
I led all communications across radio, TV, print, and digital, built and managed the Instagram channel from launch, and partnered with the Office of the Prime Minister of Saint Lucia to host seven island-wide community events. Weekly live music featuring Caribbean artists was built into every home match day.
The Results
- Growth
Ticket sales up 80 percent year over year, driven by volume rather than price increases.
- Program
Eight major activations designed and delivered across two seasons of programming.
- Community
Seven youth-focused community events hosted in partnership with the government of Saint Lucia.
- Brand
The Stars made a fixture of island life, with the core cricket audience protected throughout.
The Assets
From the archive
