Increasing participation with Michael Vaughan

The challenge

Working with the Cricket Foundation’s Chance to Shine charity, the Laureus Sport for Good Foundation organised a charity bike ride to follow the route of the England v Australia One Day internationals, led by former England cricket captain Michael Vaughan.

Calacus was charged with raising awareness of the ride to increase participation and support as well as supporting the needs of the sponsors.

The strategy

With Chance to Shine focusing on cricket media, Calacus lined up interviews with leading cycling and sports publications as well as national and regional broadcast and print media.

The main hurdle was to ensure that coverage focused on the event and not the wider cricketing agenda. We also used social media to promote the ride and an online auction.

The outcome

Despite the demanding summer Ashes schedule and Michael Vaughan’s other media commitments, almost 400 pieces of coverage focusing on the ride were published. This coverage helped to raise awareness of the event and establish it as one of
the charity cycling events to take part in.

Laureus achieved their fundraising targets and following the event's success, similar events are planned in future.

Calacus have been working as a member of the on-site media team at the Laureus World Sports Awards for some years now. They have given us invaluable support, managed a variety of media events and exhibited a sound understanding of the media. Whether it is tackling press releases, running international media conferences or looking after our VIPs, they have never let us down.
— Roger Kelly, Chief Press Officer, Laureus