The England & Wales Cricket Board "overhauled its marketing strategy to promote England’s summer internationals against Sri Lanka and Pakistan with a new dynamic digital out of home" campaign that will relay key moments in the action in real-time, according to Tony Connelly of THE DRUM. The campaign "will attempt to raise interest in English cricket and connect with existing fans through digital billboards which will show live scores from each match, imagery of wicket runs and other major milestones as well as the @EnglandCricket Twitter feed." Creative agency Matta "compiled the campaign with Grand Visual behind the production." It "marks the ECB's first DOOH drive and will operate across the nine host cities including Leeds, London, Manchester and Birmingham with digital billboards located close to each of the fixtures running the campaign." It "will also be live for the England women’s Natwest IT20 match against Pakistan, which forms part of a double header IT20 alongside the men’s match against Sri Lanka at Ageas Bowl" on July 5. In addition to the DOOH arm of the awareness drive ECB will be running its "It’s Not Just Cricket" campaign on a further 10 outdoor sites at key times when int'l matches are not in progress in an attempt to maintain the momentum (THE DRUM, 5/20).