by HAYDN GILL

MEDIA PROMOTION of the Test series between West Indies and Sri Lanka has been visibly lacking.

It has meant that the build-up to the series has been uncharacteristically low-key.

Maybe, it was one of the reasons why the Guyana National Stadium was less than half full yesterday for the start of the ground's historic first Test match and the first Test in the Caribbean since Cricket World Cup 2007.

The lukewarm advertising was an issue that demanded answers from the series sponsors, Digicel. But for one minute, don't think it was due to shoddy planning.

According to Kieran Foley, Digicel's head of sponsorship, a very strategic marketing campaign was implemented.

"We don't want to saturate the market too early – because there are so many games in more markets than before and because we were going across nine markets rather than six in previous years.

"The tour is quite lengthy . . . until July. When we go, we go with a big bang. The campaign has started. It has been going for weeks now."

Digicel's marketing strategy also takes on a new approach in some regards.

With its slogan One West Indies, uniting the West Indies, it includes a new interactive television show featuring the legendary Sir Garfield Sobers, Lance Gibbs and Richie Richardson with host Barry Wilkinson.

There is also the Digicel Cricket Experience where the public took in interactive games in Guyana a few days before the start of the Test.

"What we're trying to do is involve the fans, get some excellent quality content to the people and do it as regionally as we can," Foley said.

"You are going to see an awesome lot of quality coming out during the next few months."

Another reason put forward for the crowd yesterday was the competing activities over the Easter weekend. They included a rodeo taking place close to Brazil's border, a major regatta and various kite-flying competitions.

Another topic of discussion was the cost of tickets.

Guyanese are being asked to pay as much as US$30 (GUY$6 000) to get into the stadium, but West Indies Cricket Board chief executive officer Dr Donald Peters, believes it is a reasonable admission charge.

"We've maintained the ticket prices we had before the World Cup. What has happened is that the first time in our history we have hosted a World Cup and there is an antic-climatic feeling in the Caribbean," Peters said.