While supporters of the AFL, the NRL, the Melbourne Cup and Grand Prix and perhaps now (after this year’s success) even the Big Bash League might make rival claims, from an international perspective it is the country’s Grand Slam tennis tournament that has the greatest global reach. The 2015 event set many all-time records… Continue reading Activating Australia’s Biggest Annual Sports Event: Australian Open 2016
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Dubai World Cup Promo Film, Earth Hour & Emirates Work
The core objective of The Dubai World Cup (and of Sheikh Maktoum’s Godolphin racing operation itself) is to advertise Dubai around the world as a global destination for sport, tourism and commerce and this year’s somewhat overblown and overwrought promotional film for the world’s richest horserace aims to show how Dubai unites the world through… Continue reading Dubai World Cup Promo Film, Earth Hour & Emirates Work
‘Music Unleashes Us’ 56th GRAMMYs Promo Campaign
The GRAMMYs property owner The Recording Academy taps into fans visceral reaction to music in its promotional campaign for the 56th annual GRAMMY Awards – ‘Music Unleashes Us’. Working in partnership with long term agency partner TBWA\Chiat\Day, the promotional initiative leverages the insight that humans have ‘natural, sometimes uncontrollable, visceral reactions to music’ and… Continue reading ‘Music Unleashes Us’ 56th GRAMMYs Promo Campaign
WTA Campaign Tells Social ‘Strong Is Beautiful’ Stories
In May, the WTA launched ‘Strong Is Beautiful’ – an integrated, 80-market, 24-month campaign featuring women’s’ tennis stars sharing their personal stories online and on social media including Facebook, Twitter and YouTube (as well as TV, print and more traditional platforms). It focuses on the personal stories, struggles, pressures, inspirations and dreams of the… Continue reading WTA Campaign Tells Social ‘Strong Is Beautiful’ Stories
Emirates/IRB Send Viral Postcards From New Zealand
As the Rugby World Cup approaches, the IRB and its worldwide partner Emirates continue to build its social media network with a variety of rugby rich content including the ‘Postcards From New Zealand’ project. In addition to its central website (see www.irb.com ), other interesting elements of its strategy range from a Facebook page… Continue reading Emirates/IRB Send Viral Postcards From New Zealand
