Boxwish Blog

Australia film teams up with Jacob's Creek wine

Posted by Team Boxwish on 04 December 2008 at 12.27PM

Ditch your didgeridoo and can your cork hat as the world is set to be educated on the true nature of life in Oz with Baz Luhrman’s historical epic aptly named Australia. Due to hit UK cinemas on Boxing Day, the romance starring homegrown talent Nicole Kidman and Hugh Jackman presents many promotional angles. There’s the aspect of tourism – the film luring people to the land down under as part of Tourism Australia’s campaign, fashion – a clothing collection based on the film is being released and a tie-in with a famously Australian brand – Jacob’s Creek wine. Forget that the modern plonk can’t star onscreen in the 40s drama, it can turn up in your local supermarket reminding you just how Australian it and the film is.

The Jacob’s Creek movie campaign will consist of media and outdoor advertising, in-store promotions and most notably a competition to win a trip down under. To be in with a chance to snag what is being billed as “the Ultimate Australian Experience”, purchase a bottle of one of the five million Jacob’s Creek wine bottles decorated with a unique code on its label. Then head to the website where upon entering the code you’ll be thrown into the draw to win one of 10 pairs of travel tickets, or a Jacob’s Creek hamper or some free cinema tickets.

Annnabelle Kuhn, head of marketing for wines at Pernod Ricard UK (the international producers whose brands include Jacob’s Creek among many others) commented: “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. We are excited about this opportunity to engage with our target audience and have an excellent range of targeted and high impact activities in place, guaranteed to connect with our consumers and ultimately drive purchase.”

To learn more about the competition head to the website here, for some Jacob’s Creek pop to the shops and to learn more about Australia? Just flip on the TV and watch Neighbours – or not!

[via Talking Retail]