Jacob’s Creek builds floating court to promote Australian Open sponsorship
Jacob’s Creek is building a floating tennis court on Melbourne’s Yarra River which will see tennis greats Pat Rafter and Wally Masur battle it out as part of the wine brand’s promotion of its sponsorship of the Australian Open.
The Jacob’s Creek has stepped up its association with the tournament, this year signing up as an associate sponsor in a three-year deal. It was previously the official wine sponsor.
After Rafter and Masur’s exhibition match which will be held on Wednesday, two spectators will get plucked from the crowd and get ferried onto the floating court. The first one to return Rafter’s serve will win a double pass to the Men’s Final on January 31.
Masur said: “He will probably beat me – after all he is a couple of years younger than I am but I will give it my best shot. The Australian Open is all about the fans so it’s great that Jacob’s Creek is bringing the tennis to the city of Melbourne with an event that everyone can come along to watch. It should be a lot of fun.”
Last year, Jacob’s Creek launched its new global brand campaign True Character created by Euro RSCG.
I am impressed by the innovative ways that Jacob’s Creek have activated their sponsorship of the Australian Open over the last two years. I remember they ran an “honorary Aussie” promo last year that I really liked. A tennis court on the Yarra steps it up again. Good work!
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Not exactly original, the floating court idea, but a nice thought if executed well. sounds good….
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AMEX had always activated its tennis sponsorships well with similar stunts, although they always had current players under contract to play the games in unique locations such as Venus Williams.
Look forward to seeing how this one goes in terms of media coverage – tricky one for news broadcasters given its alcohol. Would be an expensive activation also.
Rafter is a good drawcard – Masur seems to be clutching at straws though.
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Hmmmm…if they used 2 floating half courts and used the Princes Bridge as the net, then it would be exciting.
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I like the idea too and would love a crack at returning Pat’s serve (I always have been a dreamer)
@PP not so sure how flattered Venus would be about being referred to as a location rather than a person 😉
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Sorry, but that honorary Aussie campaign last year was unbelievably lame.
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I saw the tennis match today…it was great fun.
What time is the Pat Cash match..and the John McEnroe tomorrow?
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