MILO – 25 Years Of Junior Cricket

MILO has been the major sponsor of Cricket Australia’s junior cricket programs for the last 25 years.

To celebrate this milestone, our brief was to:

Complement Cricket Australia’s junior program launch on 15 September, 2017 at Cockatoo Island

Drive awareness of MILO’s 25-year association with grassroots cricket

Obtain cut through for key brand messages in relation to the physical and life skills kids learn through the programs

We had to work seamlessly and cohesively with Cricket Australia, who organised the launch event and had a media outreach program of their own, promoting their week-long cricket tour around Australia. While national news media coverage was the focus of Cricket Australia, FORWARD was tasked to generate awareness of the MILO sponsorship through editorial coverage in lifestyle, parenting and consumer media.

The PR campaign had four main elements:

Provided support on the ground at the MILO 25 years of cricket launch event. We invited and hosted lifestyle media to attend and arranged interviews with the MILO ambassadors Holly Ferling and former Australian cricketer Damien Fleming

Co-ordinated both paid and unpaid social media posts with former Australian cricketers

Amplified the benefits of MILO cricket programs & both physical and ongoing life skills & through a targeted feature pitching program

Conducted a regional media outreach program using specific case studies and the local areas of ambassadors to push the grassroots message

The Results:

Parenting / Lifestyle media: 25 clips and almost 17 million in reach

Regional media: 35 clips and almost 4.4 million in reach

100% positive sentiment and key message uptake in all media coverage

Influencer social media clips: 7 clips and 2.4 million in reach

Coverage in The Daily Telegraph online (syndicated across Newscorp network), ROAR, HuffPost, FOX Sports, 2GB Radio, Mosman Daily and North Shore Times, ABC Radio Perth, Kinderling Radio and The Crinkling New

  • Date Published:Friday 16 March 2018