24 Feb 2025
The Idea
Discovery Parks, Australia’s leading provider of holiday park accommodations, wanted to celebrate a quintessential Australian pastime: backyard cricket. As part of their marketing campaign, they aimed to engage audiences with humour, nostalgia, and relatable content while also promoting their holiday parks as the perfect setting for backyard cricket showdowns.
Solution
Discovery Parks approached W Sports & Media to identify personalities who could embody the fun, competitive spirit of backyard cricket and resonate with Australian families. Together, we identified Ryan 'Fitzy' Fitzgerald, a beloved media personality known for his humour and connection to Australian culture, and Alex Carey, a celebrated Australian Test Wicketkeeper, as the perfect duo for the campaign.
Fitzy brought his comedic flair and relatable personality, making him ideal for capturing the playful side of backyard cricket. Alex, as a professional cricketer, provided authenticity and credibility, supporting the campaign with his expertise. This balance of humour and professionalism ensured the campaign appealed to a broad audience.
Fitzy and Alex collaborated with Discovery Parks to create engaging content around the “Definitive Rules of Backyard Cricket.” From humorous social media videos to live demonstrations at select Discovery Parks locations, the pair brought the campaign to life, making backyard cricket a central theme of family holidays.
Outcome
The campaign has generated widespread engagement across social media and in-person events at Discovery Parks, through Fitzy’s viral comedic content, and Alex’s cricketing skills which has inspired fans to bring their best game to their backyard matches.
Discovery Parks reported a significant boost in online engagement and bookings during the campaign period, cementing their parks as the ultimate backyard cricket destination. W Sports & Media is proud to have facilitated this partnership, showcasing how our talent can uniquely enhance brand campaigns.
W Sports & Media connects leading brands with some of Australia’s most dynamic personalities and athletes. To discuss working with our talent, please contact us at admin@wsportsandmedia.com.au