Jacob’s Creek links up with Nicole Kidman movie

Friday, 07 November 2008

Jacob's Creek and Twentieth Century Fox have linked up for the Baz Luhrmann film Australia, starring Nicole Kidman and Hugh Jackman, which opens in cinemas in the UK on 26 December.

Support for Jacob's Creek will involve outdoor and media advertising, a dedicated campaign microsite, an on-pack promotion, in-store activities as well as consumer and trade PR and experiential support.

A nationwide Jacob's Creek outdoor media campaign will "drive awareness of this heavyweight movie partnership, delivering maximum coverage, impact and standout in the lead up to the UK release at the end of December".

The outdoor campaign is expected to reach 61% of the brand's target audience of 14.7 million people across the UK.

A media campaign kicks off in late November and includes consumer magazine advertorials and radio promotion activity. These channels will drive consumers to a dedicated Jacob's Creek ‘Our Favourite Place' competition microsite.

An on-pack promotion supported by in-outlet merchandising and POS material will drive this partnership in-store. The promotion will offer consumers the chance to ‘Win the Ultimate Australian Experience' with a trip ‘down under'.

The promotion will run across five million bottles and features an online instant win mechanic, continuing nationwide for six weeks from mid-November 2008.

Annnabelle Kuhn, head of marketing for wines at Pernod Ricard UK, said: "With the key attributes of being iconic, authentically Australian and premium, there is no doubt that Jacob's Creek and Australia create the ideal partnership.

"We are excited about this opportunity to engage with our target audience and have an excellent range of targeted and high impact activities in place, guaranteed to connect with our consumers and ultimately drive purchase."

Jacob's Creek recently signed a 10-week marketing campaign with the Mail on Sunday.

Mike Dennis