Jacob’s Creek once again partnered with the All England Club as the official wine of Wimbledon and the brand is investing heavily in marketing activity to drive consumer awareness of its sponsorship.
Jacob’s Creek has a raft of activity planned including consumer events, on-pack promotions, in-bar entertainment and experiential activity. The brand has also teamed up with former Wimbledon players Tim Henman and Goran Ivanisevic to further boost its profile among fans with added expertise and star presence.
The Pernod Richard wine brand ran a competition to win centre court tickets with an added bonus – a meal with former stars Tim Henman and Goran Ivanisevic.
The initiative was promoted across multiple media platforms – from online to on package.
On the digital side, to maximise user participation, platform-specific sites were created for the iPad and iPhone by Imperio as well as the main microsite.
Neck collars were placed on one million bottles offering off-trade consumers the chance to win the Centre Court tickets and dinner with Ivanisevic and Henman, plus 4,000 instant win Wimbledon merchandise prizes are up for grabs.
Neck collars will also be placed on a further one million bottles during June to raise consumer awareness that Jacob’s Creek is the official wine of Wimbledon and to drive sales for retailers.
Over 200 garage forecourts will display barkers and bunting, while wholesale cash and carry outlets will be offered floor stickers, pallet wrap and bus stop point of sale merchandise.
The brand will also be hosting consumer events in selected supermarket car parks over the two weekends of The Championships. The events will take place at stores in and around the Wimbledon area where consumers will have the opportunity to take part in a Jacob’s Creek Swingball tournament.
In the on-trade, Jacob’s Creek will be supporting over 500 select outlets to offer consumers a chance to win No 1 Court tickets to Wimbledon. Between 6 June and 3 July, Jacob’s Creek will provide select outlets with gifts including Jacob’s Creek branded watches and tennis stressballs to be given away with the purchase of a bottle of Jacob’s Creek.
Through Matthew Clark, Jacob’s Creek is offering POS kits containing bunting, dripmats, bar runners and posters promoting the Wimbledon partnership to ensure that the independent on-trade can benefit from the sporting association
During the Championships, Jacob’s Creek will be the exclusive pouring wine inside Wimbledon, offering the new Reserve range of regional wines in each restaurant.
In addition to the below-the-line investment, Jacob’s Creek is also investing in outdoor advertising – set to reach over 10 million people – which will be highly visible at the key departure and arrival stations of Waterloo and Wimbledon.
Simon Thomas, deputy managing director at Pernod Ricard UK, said: ‘With a worldwide audience of 594 million viewing hours across 187 territories, Wimbledon is one of the leading sporting events in the world. This is the perfect partnership for us to showcase our premium credentials and provides a fantastic opportunity to highlight the diversity and ‘True Character’ of the Jacob’s Creek range to consumers including our new premium Jacob’s Creek Regional Reserve range.’
A committed and well rounded campaign sees the Pernod brand activate across a wide range of platforms and media to maximise its awareness building objective. Presence in-store, on-pack, events and a strong presence at Wimbledon itself connects the brand with fans with and without tickets.
iPad and iPhone elements show an understanding the both the brand’s and Wimbledon’s target market, while the link with former players enhances its tennis heritage and credentials.