With so much of the first Ashes test media coverage focusing on the decision-making of the two captains (particularly around their use of the DRS review system), it seems that Wolf Blass’ decision to place the key decisions made by captains at the heart of its Sky Sports Ashes media partnership is an insightful and inspired choice.
The Australian wine brand has appointed former England cricket captains Andrew Strauss and Michael Vaughan as ambassadors to front its Ashes broadcast partnership throughout this summer’s series under the tagline ‘Inspired Decisions’.
Indeed, the deal extends to the return 2013/2014 test series in Australia this coming winter.
The Treasury Wine Estates brand has worked with agency MediaCom Sport on the activation activity which revolves around vital cricket captaincy moments from their successful Ashes campaigns (with additional insights from team mates and opposing players).
Strauss, who captained the victorious 2009 and 2011 Ashes series, and Vaughan, who led England’s 2005 triumph, both front Wolf Blass’ TV idents which sandwich ad breaks in Sky Sports cricket broadcasts.
The two former leaders feature alongside some of the team mates they led to Ashes triumph.
The idents are being screened throughout each day’s play on Sky Sports, as well as featuring during replays and also on catch-up TV.
In addition to the Sky Sports channel, the deal also sees the brand advertise on Sky Sports News and have a strong digital presence on www.skysports.com.
Sky Sports Ashes coverage has an additional media partnership with fellow Murdoch stablemates The Times and The Sunday Times newspapers.
Comment
Wolf Blass has established a strong cricket heritage in the UK.
In addition to pitch-side advertising and hospitality at several of England’s major cricket stadiums, the wine brand also had a strong UK media presence throughout both the 2005 and 2009 Ashes series, as well as sponsoring Channel Five’s cricket highlights in 2009.
It has already established a track record for interesting Ashes activation.
For example, its web-based 2006/7 Ashes series work included a 3D digital interface that dynamically adding new users into the stands as they join their army and incorporated the use of text-to-speech functionality.
‘We are incredibly excited to have two inspiring leaders like Andrew and Michael signing up to be Wolf Blass brand ambassadors for this year’s Ashes. They are both people who represent the essence of triumph, much like Wolfgang Blass, the founder of the Wolf Blass brand,’ said Treasury Wine Estates EMEA Managing Director Andrew Carter. ‘This campaign will centre around the heartland of Wolf Blass wines – Yellow Label.’
‘Wolf Blass has a fantastic cricketing heritage and we’re looking forward to developing and deepening its association and involvement with the game with a shared essence of triumph,’ outlines MediaCom Global’s Director Of Sport James Hough.
‘Strauss and Vaughan, are two heroes of the Ashes and the brand couldn’t have more appropriate ambassadors during what promises to be a fantastic summer of cricket.’
Link:
Wolf Blass Website
Sky Sports Ashes Channel Website
Sky Sports
http://www.sky.com/shop/offers/ashes?DCMP=KNC-&ef_id=Vc9OSkMomVsAAEJ6:20130715145529:s
