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Australian wine Wolf Blass builds sporting links with new campaign

Published:  20 August, 2014

Australian wine brand Wolf Blass is building on its sporting links with a new marketing campaign called Above Beyond.

The Treasury Wine Estates owned brand has signed a fresh deal with Sky Sports, is launching a new TV advertising campaign and a shopper promotion.

Wolf BlassAustralia’s Wolf Blass launches a new campaign with the emphasis on sportTreasury Wine Estates owned brand Wolf Blass is building on its sporting links with its Above Beyond campaign. This latest initiative will target rugby, tennis and Formula 1 fans.

The campaign started on August 9 with sponsorship of Sky Sports' coverage of Southern Hemisphere rugby. This includes The Rugby Championship - the annual Southern Hemisphere rugby tournament, contested by Argentina, Australia, New Zealand and South Africa - as well as the South African Currie Cup and the ITM Cup from New Zealand. Three branded idents appear before and after each ad break during each match.

The new TV ad campaign will run from the start of September until the end of the year on Sky Sports. The ads will air during a number of major sporting events including the US Open tennis, Formula 1 and the Ryder Cup. It will also appear on Irish channel Setanta Sports during coverage of the Leinster Rugby games.

The advert will follow the journey of Wolf Blass's brand icon the eagle flying over a number of top sporting venues as well as over a golfing green, cricket pitch and past a roaring crowd of rugby fans until it lands at the top of the Wolf Blass logo.

The brand will also run a neck collar promotion for six weeks offering consumers the chance to wine one of 15 rugby experiences, including meeting a member of the 2003 World Cup winning squad, a former captain of the All Blacks, as well as a night's stay at the England team's training camp, Pennyhill Park.

Mathew Bird, marketing director EMEA at Treasury, said: "Our new campaign for Wolf Blass builds on our Sky Sports sponsorship of the Ashes last year, which saw awareness of the brand grow from 12% to 21%. Since then, the Wolf Blass brand has grown to become worth over £76 million thanks to its popularity amongst wine appreciating, sports-loving drinkers."