Howzat! S4C wins top sports award with cricket trailer


Welsh language Channel S4C has won a prestigious sports award at the Georges Bertellotti Golden Podium Awards, held during Sportel – the International Sports Convention for Television and New Media – in Monaco.

The channel has come out on top of the Best Sports Trailer / Teaser category at the ceremony with the trailer used to promote S4C’s cricket and rugby output back in June.

The on-screen campaign was used as part of S4C’s cricket campaign to promote broadcasts of Glamorgan’s home Friends Provident Twenty20 games and highlights of Wales’ rugby tour of New Zealand.

During the trailer, the two sports combined as cricket umpires took on the famous New Zealand ritual – the Haka – with recognised umpire gestures. The Haka is used to try and intimidate some of Wales’ best-known rugby players, including Adam Jones, Jamie Roberts and Alun-Wyn Jones.

In the same category last year, Eurosport’s on-screen campaign to promote the US Open won the top award.

Geraint Rowlands, S4C’s Content Editor Sport, says “These awards are highly recognised within the sports broadcasting industry and the recognition to S4C’s promotional work is exceptional. This prestigious and international award celebrates the imagination, skill and dedication of the creative and talented team behind the on-screen trailer.”

The trailer can be found on You Tube

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