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Great Exhibition lands digital award

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Andrew Strauss

The Great Exhibition reached a crescendo when England won back the Ashes from Australia's possession at the Brit Oval

The ECB’s The Great Exhibition campaign has won the Best Use of Digital Communications in Sport category at the Sports Industry Awards 2010.

Held annually, the Sports Industry Awards is Europe’s largest and most prestigious commercial sport awards.

The awards recognise and reward the best the sport business has to offer in marketing, PR, sponsorship, new media, publishing, advertising and design.

The nomination was submitted by Threepipe, the PR agency appointed by the ECB to activate The Great Exhibition campaign throughout the successful Ashes-winning 2009 season.

The judging panel, which included BBC broadcast journalist John Inverdale and chief executive of the London Organising Committee of the Olympic and Paralympic Games Paul Deighton, commented that the campaign showed an excellent understanding of the way digital media platforms can reach sports fans.

The panel were particularly impressed with the return on investment and how the campaign met its objectives.

Over the course of last summer the ECB collected over 100,000 new e-mail addresses, with 1.5million views of TwelfthMan content on YouTube, 30m views of international cricket highlights on ECBtv and over 750,000 unique visitors to the website each month.

Steve Elworthy, ECB director of marketing and communications, said: “We are delighted to receive such a prestigious award and believe it underlines ECB’s commitment to use new media as a core part of our strategy to develop a closer and more lasting relationship with our fan base.

“Since it launched in 2008, TwelfthMan, our online fans community, has attracted over 220,000 new subscribers.

“Sites such as Facebook are not only providing fans with an opportunity to get closer to the England cricket team but also giving them a platform through which they can communicate with ECB on an ongoing basis.

“It is essential we continue to develop this two-way dialogue if we are to build on the success of The Great Exhibition and attract even more fans to the game.”