In its latest innovative marketing campaign, ‘Be’, the Antigua and Barbuda
Tourism Authority is wooing cricket fans and inviting them to immerse themselves
in the atmosphere of the game in Antigua and Barbuda.
CEO of the Antigua and Barbuda Tourism Authority, Colin C. James, says “Our
‘Be’ campaign is about being present in the moment, allowing one’s senses to
awaken to the variety of experiences Antigua and Barbuda has to offer. From
exploring our heritage and vibrant culture to indulging in the thrill of sailing and
yachting, finding solace in our wellness havens, or being romanced in our intimate
settings, the campaign beckons visitors to be present and embrace every aspect of
our unique destination.’
The campaign rolls-out this month, with a “Be”video tailored specifically for
cricket fans, as Antigua and Barbuda known for its rich cricketing culture readies
for a summer of fantastic cricket.
“You’ve got to Be Here!” exclaims noted batsman Sir Richie Richardson, a West
Indies cricketing legend and one of the country’s cricketing knights, during the
“Be” campaign video as he extends a warm invitation to all to experience, the
cricketing action, soak up the ‘cricket carnival’ atmosphere Antigua and Barbuda
is famed for and “be a part of the game” in his homeland.
Antigua and Barbuda astronaut Keisha Schahaff, the first person in the world to go
to space with her daughter, also makes an appearance in the video that plays on
elements of the “Out of this World” ICC T20 Men’s Cricket World Cup Campaign.
The ICC T20 Men’s Cricket World Cup comes to Antigua this June.
n the video, a cricket ball is sighted in space, only to make a dramatic appearance
on a stunning beach in Antigua, to the delight of young children. From Shirley
Heights to Nelson’s Dockyard, then spotted at a quaint fruit stall, a busy restaurant,
tranquil spa, and beyond, with the sounding of the conch shell as its rallying call,
the cricket ball’s journey incites excitement and anticipation amongst everyone it
comes into contact with, setting the stage for an unforgettable cricketing
experience.
The Be Here cricket campaign will be released across key source markets for
Antigua and Barbuda, targeting potential travellers interested in cricket. It will
appear in digital, print, social media and radio advertising for the Antigua and
Barbuda Tourism Authority.
The ICC Men’s T20 World Cup isn’t the only prestigious cricket tournament
coming to Antigua and Barbuda this year. The FairBreak T2O Challenge will
celebrate Women’s Cricket in July. Then, from August 28 – October 6 the 2024
Republic Bank Caribbean Premier League (CPL24) will take place across the
Caribbean, with key matches in Antigua, the birthplace of ‘party cricket’. In
November, England’s Men’s Cricket will once again tour the West Indies for a
white ball series, with fixtures and matches across Antigua and the Caribbean.
View the ‘Be’ campaign’s cricket video here. The video was shot on location in
Antigua and Barbuda by creative agency The Visual Echo.
The full schedule of the upcoming ICC T20 Fixtures taking place in Antigua are:
9th June, 2024 – Oman vs Scotland
11th June, 2024 – Australia vs Namibia
13th June, 2024 – England vs Oman
15th June, 2024 – Namibia vs England
19th June, 2024 – A2 vs D1
20th June, 2024 – B2 vs D2
22nd June, 2024 – A1 vs D2
23rd June, 2024 – C2 vs D1
