At the Australian Open 2023, Gordon’s Gin was the official gin partner of the tournament for the second year, with an on-ground activation and product within the grounds of Melbourne Park.
Gordon’s Gin also had a list of bespoke cocktails on offer in many venues around Melbourne in January, to celebrate the tennis. During the AO, Gordon’s was entitled to a colour report in the tennis broadcast with the 9Network. How could Nine work collaboratively with Foundation, Drum and Gordon’s to further leverage this to drive awareness of the tournament sponsorship and employ other tactics to drum up interest in Gordon’s Gin?
The Creative Solutions team at Powered pitched the idea of extending the campaign across Nine’s premium publishing brands to emphasise the Gordon’s Gin partnership with the AO. With Gordon’s Gin on board, the team created engaging and interactive content that tapped into the key concept from the on-ground execution, 'Shall we Gin?'. That spread Gordon's Gin across the Nine ecosystem at several cross-platform touch points.
The team at Powered produced a four-page liftout in the Good Food AO issue, which was repurposed into an immersive housed on Good Food, including social drivers across Instagram. They also placed brand ads throughout Nine Publishing’s metro mastheads in the print sport sections, a sponsorship in the sports newsletter, plus activity and brand ads on BVOD, digital, Wide World of Sports social, and a spot buy across broadcast to further increase the campaign’s reach.
The creative across liftout and the immersive showcased Gordon’s pop-up bars within the AO grounds, plus bar recommendations around Melbourne where the audience could try Gordon’s cocktails. It also included cocktail recipes so the audience could continue their cocktail experience at home.
To highlight the Gordon’s partnership and initiatives with Tennis Australia, Nine’s Madeline Slattery visited the Gordon’s Gin Bar on-ground. She took viewers around this impressive two-storey bar during a daytime segment on Channel 9 that was integrated into the live tennis broadcast.
Total Instagram Reach
(Jan 19 & 27)
Views on Immersive Articles
Time on page on immersive
article (3 times higher than
Total newsletter view count (across feature 1 & 2)
Over delivered by 60% on reach for each content clip across WWOS social
Looker Studio (Snowplow) 2023. @wwos Instagram 2023. @goodfoodau Instagram 2023