Magic Millions signs long term Jeep Deal and Amanda Ware as ad campaign ‘face’

Magic Millions has signed Jeep as its official naming rights partner for the next four years. The announcement coincides with the release of its new ad campaign featuring Amanda Ware.

The announcement:

The 2014 Jeep Magic Millions is thrilled to welcome back Jeep, as the official naming rights partner for the next four years. This announcement coincides with the release of its new ad campaign, which features rising international star Amanda Ware, who has been named as Local Queensland Ambassador for next year’s Carnival.

Aside from being the ‘face’ of the ad campaign, Ware will promote and attend the annual week-long horse racing Carnival celebrated in January on Queensland’s stunning Gold Coast.

Magic Millions co-owner Katie Page-Harvey said, “We are so pleased to be welcoming Jeep as our naming rights partner for the next four years. The Jeeps look perfectly at home on the beach in our campaign shoot on the beautiful Gold Coast and we are delighted to be partnering with them for years to come.

“We are always striving for excellence and innovation in our ad campaigns to promote the Carnival. Every two years, we embrace change and challenge the team to create a fresh and inspiring ad campaign with a look that embodies a quintessential Queensland summer feel. Horses on the beach, high-end fashion and glorious Queensland weather never fail to create the ultimate ‘wow’ factor.

“The advertising campaign theme for 2014 and 2015 is ‘more’. We felt this was very appropriate as people don’t always realise that the Jeep Magic Millions is more than a race day – it is a thoroughbred yearling sale and an entire week long series of events bringing people to the Coast every day, which culminates in our Raceday. We have showcased this in our new campaign with a mixture of shots at the Gold Coast Turf Club, picturesque Coolangatta Beach and at the Sales complex,” Ms Page-Harvey said.

Queensland Minister for Tourism, Major Events, Small Business and the Commonwealth Games, Jann Stuckey, said the event continues to showcase the Gold Coast, and Queensland, as a premier event destination.

“The Jeep Magic Millions Carnival, Sales and Raceday is a highly anticipated event on the summer racing calendar, attracting thousands of visitors to experience our ‘Famous for Fun’ Gold Coast.

“Starting the New Year in style, the Jeep Magic Millions Carnival, Sales and Raceday provides an outstanding combination of fashion, bloodstock sales and horse-racing alongside the Gold Coast’s fantastic weather, shopping, dining and entertainment.

“The Newman Government, through Tourism and Events Queensland, is proud to support this event as part of our commitment to double the annual overnight visitor expenditure from $15 billion to $30 billion by 2020,” Minister Stuckey said.

Magic Millions pioneered the concept of combining elite thoroughbred horse auctions with incentive horse racing – only Magic Millions graduates can qualify for the lucrative Saturday, 11 January 2014 Raceday – the richest race day on the Queensland calendar, with over $4.7 million in prize money on offer.

It is appropriate that Amanda Ware, a Gold Coast local, features as the face of the campaign. Ware grew up on the Gold Coast at Mermaid Beach and now resides in London, but says she always longs for an excuse to return home to the Gold Coast sunshine.

“I’m thrilled to be returning home in January for the iconic Queensland event, as growing up in the ‘Sunshine State,’ the Jeep Magic Millions Carnival has always been an exciting reminder that summer is here and racing is in full swing on the Gold Coast,” Miss Ware said.

Since winning Australia’s Next Top Model in 2010, Ware has had incredible success internationally, walking for countless international designers such as Pringle, John Richmond, Herve Leger, Philip Lim and Kenzo. She has also shot for V Magazine, US Glamour (Patrick Demarchelier) and Italian Elle. In Australia for Fashion Week this year (2013), Ware was one of the most in demand models, and walked in over eighteen designer shows for the likes of Alex Perry, Dion Lee, Manning Cartell and Romance was Born.

President and CEO of Fiat Chrysler Group, Veronica Johns, says how delighted the group are to be partnering with the iconic Jeep Magic Millions event for the next four years.

“There are great synergies between the Magic Millions and Jeep brands. As a brand Jeep celebrates an outdoor lifestyle. It’s a brand that values freedom and adventure; it’s an open invitation to live life to the fullest. The Magic Millions provides Jeeps customers with the opportunity to accept that invitation by travelling to the Gold Coast during summer to experience the premium Jeep Magic Millions Carnival, and then take in the numerous entertainment options available whilst on holiday on the Gold Coast,” Ms Johns said.

Source: Map and Page media release


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