Pernod Ricard wine brand Jacob's Creek has signed on tennis great Andre Agassi as the face of its new 'Open' campaign ahead of the Australian Open.
The partnership between Jacob's Creek and Agassi will run until early 2015, with the tennis legend to feature in a global campaign. Agassi will initially front the wine brand's 'Open' campaign to leverage Jacob's Creek's sponsorship of the upcoming Australian Open tournament.
The 'Open' campaign will include a series of short films, to be broadcast on television and online, featuring on and off the court stories from Agassi. It will be supported by other above the line and below the line activities including a promotional campaign giving consumers the chance to win a private dinner with Agassi in the US.
The campaign will run throughout January but will return in June as part of the wine brand's association with Wimbledon.
Jacob's Creek global marketing director, Jo Adamo, said: "The power of this partnership is that it perfectly aligns with Jacob's Creek 'True Character' communication platform as well as our sponsorship of major tennis tournaments, such as the Australian Open and Wimbledon.
"Tennis is a game that captivates an audience, and no tennis player has been better at captivating an audience than Andre Agassi.
"Andre has, if anything, proven himself to be an even greater true character since his retirement from international tennis, particularly through his philanthropic work. Being able to partner with him to help deliver Jacob's Creek 'True Character' message is a real coup."
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