By James Atkinson

Winemaker Jacob's Creek will feature Andre Agassi in a global promotional campaign under a new three-year partnership with the tennis legend.

The new Jacob's Creek 'Open' campaign has been created to leverage the Jacob's Creek sponsorship association with major tennis events including the Australian Open in January and Wimbledon in June.

It comprises an integrated suite of marketing materials including new creative, as well as digital and PR activations.

In its first year the 'Open' campaign will include a series of short film vignettes featuring on- and off-the-court stories by Andre, bringing the Jacob's Creek 'True Character' communication platform to life. 

This will be matched by above- and below-the-line executions encouraging consumers to be themselves – to be 'open'.

Jacob's Creek says 'Open' celebrates the notion of sharing your emotions and staying true to yourself just as the brand has always stayed true to its heritage and passion for winemaking.

"The power of this partnership is that it perfectly aligns with both Jacob's Creek 'True Character' communication platform as well as our sponsorship of major tennis tournaments, such as the Australian Open and Wimbledon," says Jacob's Creek global marketing director Jo Adamo.

"Tennis is a game that captivates an audience, and no tennis player has been better at captivating an audience than Andre Agassi."

As part of the campaign, a national promotion will give consumers the chance to win a private dinner with Andre Agassi in the United States. 

Jacob's Creek will also have a significant presence at Melbourne Olympic Park for the Australian Open, where it will be leveraging the 'Open up' message and its partnership with Agassi.

The Australian Open runs from 16 to 29 January.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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