By Amy Looker
Jacob’s Creek has kicked off its new marketing campaign, ‘True Character’ with an announcement that the company is set to become an associate sponsor of the Australian Open from 2010 in a partnership arrangement that is slated to last three years.
The ‘True Character’ campaign will be interwoven through Jacob’s Creek Australian Open sponsorship agreement, along with advertising, on and off-premise activations and a consumer competition that will offer the chance to win tickets to the men’s and ladies’ finals and official Australian Open merchandise.
Punters will also be pleased to know that the popular Jacob’s Creek Wine Bar will be returning to next year’s Australian Open in a bigger and better format and sporting a new name – Jacob’s Creek Open House.
Pernod Ricard’s marketing director, James Slack, said that Jacob’s Creek is proud to be associated with such a premier Australian sporting event and that the brand is geared up to enhance the Australian Open experience.
“Jacob’s Creek will be celebrating the true characters and champions of the Australian Open – the crowds, the players and the volunteers,” said Slack.
“This is one of the largest sponsorship and activation campaigns Jacob’s Creek has undertaken and we want to offer Australians a great summer of tennis and an equally great glass of wine.”
Tennis Australia CEO, Steve Wood, said he was excited to be entering into a partnership with Jacob’s Creek.
“We are immensely proud to call Jacob’s Creek an associate sponsor of the Australian Open and look forward to some exciting and innovative activation opportunities both locally and internationally,” he said.