Andre Agassi X Jacob's Creek @ Australian Open

Jacob’s Creek signed a 3 plus-year partnership with international tennis legend, Andre Agassi recently. The partnership, which runs until early 2015, encompasses the rights for Jacob’s Creek to feature Andre Agassi in a global promotional campaign. The new Jacob’s Creek ‘Open’ campaign comprises an integrated suite of marketing materials including new creative, as well as digital and PR activations, which will increase brand awareness in and around those tennis events where Jacob’s Creek has an association.

 

In its first year the ‘Open’ campaign will include a series of short film vignettes featuring candid on- and off-the-court stories by Andre, bringing the Jacob’s Creek True Character communication platform to life.  This will be matched by above- and below-the-line executions which encourage consumers to be themselves – to be open. ‘Open’ celebrates the notion of sharing your emotions and staying true to yourself just as Jacob’s Creek has always stayed true to its heritage and passion for winemaking. The ‘Open’ campaign has been created to leverage the Jacob’s Creek sponsorship association with major tennis events including the Australian Open in January and Wimbledon in June. The Australian Open runs from 16 to 29 January 2012.