Leicestershire County Cricket Club is working with Big Communications on a campaign to broaden its appeal on matchdays.

Under the headline 'It's just not cricket', the ads attempt to portray cricket as a great day out for families and corporate guests.

"We are hopeful that our creative solution will challenge people’s stereotypes of county cricket and view the experience in a different light," said Big's managing director, Mike Phillipson.

Leicester-based Big is also working on a digital push to promote the club's Twenty20 fixtures for the new season.