ICC boosts ticket sales to the Cricket World Cup with 6% CTR
Indian cricket fans were ready to pounce with key ‘Tickets On-Sale’ World Cup ticketing entries tailored to their location and preferences, offering direct access to early sales and one click purchase.
ChallengeInform highly passionate Indian cricket fans about the CWC staged ticketing release, and facilitate early sales |
SolutionDeliver smart ‘Tickets On-Sale’ dates directly into calendar based on location and preferences, with direct access to buy. |
1. Introduction
The ICC Men’s Cricket World Cup (CWC) is the ultimate championship of One Day International Cricket. The event is held every four years, with preliminary qualification rounds leading to a finals tournament. This year the event is in cricket-obsessed India played across 10 venues.
2. Objectives
- Deliver important ticketing access details, and inform fans on the staged release of tix;
- Promote CWC ticket release dates for non Indian matches to a targeted international audience, to drive sales and fill venues;
- Promote CWC ticket release dates for Indian matches by venue group, to inform fans and facilitate sales.
3. Strategy
Audience segmentation based on location and preferences, followed by delivery of high impact, timely ticket alerts and on-sale dates, with multiple alerts, ticketing access details, and direct access to purchase where relevant.
4. Solution
Six separate calendar campaigns were created to deliver the right message, to the right user segment.
- Cricket fans interested in the CWC received a ‘Tickets On-Sale’ entry detailing the process for ticketing access, with direct access to purchase non-Indian match tickets;
- Cricket fans interested in the CWC and located in India received a ‘Tickets On-Sale’ entry for Indian matches, for each venue group, with specific match
5. Outcomes
-
269K Impressions directly in fans calendar
-
15,412 Buy Tickets clicks directly from calendar
-
6% CTR click-through to buy tickets
Testimonials

"The ECAL Solution is 10 out of 10. We are super happy with how it is working for us.”
Product Manager Web @ FC Barcelona
“ECAL are proactive and prescriptive in our working relationship, while the solution has proven to be a success for both fan engagement and acquisition.”
Head of Digital @ Wolverhampton Wanderers.
"We could not be happier with the ECAL product. ECAL makes it easy to implement and even easier for our fans to download our calendars where they want them most!”
Vice President of Digital Media @ Hornets Sports & Entertainment
"The ECAL platform ensures that fans can easily find out where to tune in and watch Formula E live in their territory, providing us with the ability to deliver targeted messages to users, based on location and behaviour. ECAL is our highest performing digital marketing channel, contributing approximately one-third of new user data acquired. The team at ECAL are a great bunch and I would have no hesitation in recommending them."
Senior Digital Project Manager @ Formula E
“We welcome around 750,000 visits to our Bins, waste and recycling section on our website annually. Implementing ECAL’s ‘Sync to Calendar’ service, has not only significantly reduced the average website visit, but residents can now receive dynamic bin collection reminders in-calendar. When collection days change, as do the entries and reminders in our users calendar. We are proud to be the first council in the UK to provide this innovative service for our residents and are thrilled to see this as just the start of a great journey and synergy with ECAL”.
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