Titled 'The Australian Cricket Family', the programme is intended to give Australian fans first bite when the tickets go on sale mid-year. Anyone can register for the scheme which launched two weeks ago. By completing a registration form, fans will be sent details of how to purchase the tickets giving them access to the tickets before the general public, and the English fans looking to travel to Australia for the series. And according to CA chiefs, the move has succeeded in boosting traffic to the site among previous non-users.
"The response has been very strong. We haven't really advertised yet, but so far it has driven more than 60,000 people to register," said Mike McKenna, CA head of commercial operations.
An above-the-line campaign supporting the programme is expected to break next month and run until June.
Cricket Australia in Ashes web sell
Cricket Australia (CA) has launched an online initiative ahead of the highly-anticipated Ashes rematch against England later this year.