Jacob's Creek banks on Oz film

14 November, 2008

Pernod Ricard is running an on-pack promotion on

5 million bottles of Jacob's Creek to mark its association with Baz Luhrmann's upcoming film

Australia, starring Nicole Kidman and Hugh Jackman.

As part of the brand's global partnership with the film, Pernod is giving away a "money-can't-buy" trip

to Australia. Branded hampers and Odeon cinema tickets will also be up for grabs.

The launch of the online instant win giveaway will coincide with the UK release of Australia in December. The film is described by Luhrmann as a mix of "romantic comedy, high tragedy and action" set in northern Australia

during

World War II.

Pernod will back the film sponsorship with a heavyweight marketing campaign called Our Favourite Place, including outdoor and cinema ads, PR activity and a website where consumers can

win

other prizes.

An outdoor ad campaign will also be rolled out, which Pernod predicts will reach 61% of the brand's target audience - around 14.7 million people .

Pernod's h ead of marketing Annnabelle Kuhn 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."




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Looking back to look forward

Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

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