It's A Girl Thing

The co-branded Hub demonstrated
another side to 3's sponsorship of the
Cricket Australia test series - for the ladies!

: lifestyle.ninemsn.com.au/itsagirlthing :

The 3 Mobile annual sponsorship of the Cricket Australia test series builds on previous successes to integrate the brand. One key objective this year was to broaden the reach and show a different side to cricket - show value to the female demographic.

A challenging task was inevitable, but It's A Girl Thing formally launched. The Hub supported the McGrath Foundation by promoting the 'Men Of Cricket' 2009 calendar,with magazine coverage driving users to the WAG competition and behind the scenes footage of the players getting their kit off!

The media integration deal was managed by Mitchell's and The Hoop Group, with nineMSN implementating the Hub for 3.

With tight deadlines and many agencies involved, we oversaw the planning, delivery and management of the campaign. Multi-agency coordination was critical to successful deployment and maintenance. The Hub delineates a smart online touch to 3 Mobile's strategic cricket reach.