Merv Hughes the face of cricket's new crowd management advertising campaign

Former Australian cricketer Merv Hughes is the face of Cricket Australia’s new crowd management advertising campaign for 2007-08 that was launched today.

The “Friendly Serve from Merv” campaign comprises press advertisements, outdoor billboards at international venues and 15-second commercials which will be shown at each international matches for the remainder of the 2007-08 season.

The targeted campaign seeks to use somebody known as a bit of a lad who likes to enjoy himself, to send a message to young males to encourage them to enjoy themselves at the cricket, but within the limits acceptable to the community.

The campaign adds a further element to the crowd management guidelines developed by Cricket Australia over the past two years to ensure all patrons are able to experience international cricket in comfort.

“The message is to enjoy yourself at the cricket and to not let your idea of fun ruin the day for other cricket fans. It's just a friendly reminder that the cricket season has started, there are some big days at the cricket, we want you to enjoy it but we want the people around you to enjoy it, too,” Mr Hughes said.

“It’s an important message to get across but I think it’s been done in a humorous way that a lot of people will relate to. I want everyone to be able to come to the cricket without being made to feel uncomfortable by a small minority of people.”

The campaign was created by Leo Burnett, Cricket Australia’s advertising agency, and leverages Merv’s strong connection with cricket lovers of all ages around Australia, but particularly in Melbourne, where he enjoyed cult status throughout his career.

In print advertisements and two short commercials, Merv gives a “friendly serve” to those people who engage in - or are thinking of engaging in - inappropriate behaviour by reminding them of the processes Cricket Australia has in place to monitor and manage crowd management issues.

“Merv Hughes is one of Australian cricket’s most recognisable and popular characters. Throughout his playing career, Merv developed a special bond with fans around Australia and we see him as an ideal fit for Cricket Australia’s ongoing approach to creating an enjoyable environment at the cricket,” Mr Sutherland said.

“Cricket Australia remains committed to ensuring that everyone who attends cricket matches leaves having experienced an enjoyable and safe day of entertainment.

“The Australian public has told us through our formal research that it expects us to do something about the small minority who can ruin the day for the vast majority.”

Cricket Australia has developed an integrated approach to crowd management, with consultation and review with state cricket associations, venue managers and state police, complemented by a public awareness campaign.

After implementing a number of changes in its approach to spectator management in the lead-up to the 2006-07 season, Cricket Australia undertook a thorough review of those guidelines during the off-season. That review found that only minor adjustments were needed heading into the coming summer.