DIGICEL LAUNCHES NEW CRICKET CAMPAIGN: ‘WI all in’ is the Campaign for the Digicel Series 2011

Digicel, proud sponsor of West Indies Cricket, has launched its new cricket campaign, “WI all in”, ahead of the Digicel Series which kicks off on April 21st in the Beausejour Cricket Ground in St. Lucia.

WI all in” is a full, through the line campaign which puts cricket fans at the centre of the action – making them the heroes of the game.

Digicel Group Head of Sponsorship, Karl Donnelly said; “‘WI all inis full of subtle nuances just like the game of cricket. It shows how cricket is deeply ingrained in the culture of the Caribbean; how important the fans are to the game of cricket; how their enthusiasm and support can fire up a team to achieve new heights of success; and of course how important the fans are to us at Digicel.”

West Indies cricket fans will see the ad on TV, in press and in outdoor executions as well as a version cut for radio.

The campaign was unveiled at the launch of the Digicel Series which took place last Saturday April 9th 2011. The glitzy red carpet affair, which also incorporated the World Premiere of “Fire in Babylon”, saw more than 400 guests in attendance, including representatives from the West Indies Cricket Board, past and present cricket legends, international media, the Caribbean business community and Caribbean Government officials.

Following on from Saturday night’s World Premiere in Jamaica, each of the eight Digicel Series host countries – St. Lucia, St. Kitts & Nevis, Barbados, Guyana, Trinidad & Tobago, Antigua & Barbuda, Jamaica and Dominica – will host a screening of ‘Fire in Babylon’.

From award-winning producers Charles Steel and John Battsek, “Fire in Babylon” tells the remarkable and compelling story of how the West Indies cricket team triumphed through the achievements of one of the most gifted teams in sporting history during the 1970’s and 1980’s.

WI all in” will run alongside a number of exciting promotions and competitions – like “Cricket’s Biggest Fan” and “Crack the Cricket Code” throughout the Digicel Series 2011. Digicel’s dedicated cricket website, www.digicelcricket.com, will feature lots of exclusive content, updates and interactions – so that fans can get the most out of the cricket action.

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