Exclusive Travel Partner for the ICC Champions Trophy 2017
Background
STH was appointed by the International Cricket Council as official Travel and Tours operator for the ICC Champions Trophy 2017 held in England and Wales.
Hosted every four years, the ICC Champions Trophy in a one-day international cricket tournament, second in importance only to the Cricket World Cup.
The tournament took place across three cities; London, Birmingham and Cardiff.
Our Role
As exclusive Travel and Tours partner, STH was tasked with appointing and managing Official Travel Agents (OTAs) who sold Official Travel Packages to cricket fans around the world. Twelve agents were appointed, each with their own right to design, market and sell ticket-inclusive travel packages for the tournament.
STH created four innovative Supporter Tour Packages, which included exclusive benefits such as access to private lounges and tickets to a lavish gala dinner. STH also developed a unique online Ticket Management System (TIMS) in order to allow sales agents to place orders for match tickets online and manage their ticket inventory. The system also captured consumer data providing full traceability of every match ticket.
The ICC Champions Trophy 2017 brand was fully adopted throughout the programme, from the creation of a dedicated Travel and Tours website through to match day accreditation and private lounge theming.
The most popular match was India v Pakistan with 2,901 tickets sold
The gala dinner had a capacity of 250 guests and featured guest speakers Harbhajan Singh and Michael Clarke
The dedicated Travel and Tours web portal provided contact information for appointed agents using a map interface
Results
Over 5,700 packages were sold across the tournament. This included 2,901 sales for the highly anticipated India v Pakistan group match.