July 18, 2018
Following the success of last year’s T20 Family Zone and All Stars Cricket sticker book initiative during the Jets’ 2017 summer fixtures – combined with a steady uplift in the club’s junior membership sales – DCCC has worked conscientiously this year to ensure Emirates Riverside is an unmissable family outing.
The club’s decision to primarily target the family market with their digital, outdoor and print marketing has led to a record number of advance ticket purchases and the club is well on course to reach a record overall attendance for the competition, including a record crowd for the opening fixture against arch-rivals, the Yorkshire Vikings.
Many Durham members took advantage of the early-bird Derby Day Double Deal that went on sale at the end of February and supporters have also snapped up tickets for the ‘Kids Go Free’ offer for the Worcestershire home fixture on July 20.
Durham County Cricket Club’s head of marketing, David Jackson, says: “Having looked at the increase in ticket sales from young people, women and girls following our family-themed activity last season, we decided to solely focus our marketing and activation heavily around families in 2018.
“We made big improvements to our Family Zone to make it enjoyable for all ages and invested in some high-quality cricket activation games, as well as once again booking the batting simulator that was so successful last year.
“We want Emirates Riverside to be where families spend their leisure time during our T20 Blast games, ahead of things such as the cinema, theme parks and bowling and we truly believe that we offer a higher standard, immersive and professional product.
“People want to get value for their money, and we not only offer an excellent product on the pitch but now we feel there is activity around the concourse that allows young people to hone their cricket skills and let off some energy.”
The brand-new Liontrust Family Zone will be open at all seven of Durham’s fixtures and will include Durham’s fan-favourite batting simulator, fielding zone, speed cage, catching inflatable, face painters, sweet shop, All Stars training, creative zone and much more as we provide a wide-range of all-inclusive activities for both young and old.
Everyone’s favourite furry friend, Chester the Lion, will be at every home game to welcome families to the Family Zone. Chester’s a gentle giant and will be on hand for autographs, selfies and to teach a thing or two about cricket to the little ones. He may even have some freebies to give out and is also going to be joined by a special friend this year.
Alongside our regular concourse and in-game activation, Durham will also have a number of different activities going on at each game, from food and drink festivals to post-match cinema experiences.
Durham have received plenty of positive feedback since revealing their family-friendly 2018 campaign and the #ForTheNorth initiative has proved to be extremely popular.