Gloria Jean's Coffees is to launch the biggest marketing push in the company's history through its sponsorship of Seven Network's The Amazing Race Australia.
The $3 million campaign, which was created by the brand's in-house marketing agency Immersed Marketing, will launch on 16 May, leveraging the series official media partners, including Seven Network and Pacific Magazines.
The campaign will also involve below-the-line elements such as social media, product placement and sales promotions within coffee houses. A consumer promotion involving more than $630,000 worth of prizes will also be included.
Gloria Jean's Coffees general manager Gareth Pike said: "This is one of the most anticipated television series Australia has ever witnessed, so it was an obvious choice for Gloria Jean's Coffees. It's undoubtedly the most ambitious initiative the brand has ever rolled out and is designed to generate a significant brand reappraisal as well as targeting a new guest demographic."
In April, AdNews revealed that Seven Network had bagged major sponsors for the impending series, including Canon, National Australia Bank, Honda, Vodafone and Gloria Jean's Coffees.
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