Gloria Jean’s teams up with The Amazing Race Australia

Posted by Nicole Eckersley on 13th May 2011

Coffee chain Gloria Jean’s this week announced the biggest biggest marketing initiative in the company’s history, with a $3 million dollar campaign and sponsorship of the Seven Network’s new television series, The Amazing Race Australia.

“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,” said Gloria Jean’s Coffees General Manager, Gareth Pike.

Beginning on 16th May 2011 to coincide with the launch of the first Australian series, the integrated marketing campaign will embrace a series of tactical activities including above-the-line advertising, as well as below-the-line activity, including a social media campaign, product placement and in-coffee-house sales promotions.

The campaign will include a consumer promotion in all coffee houses across the country, with a total prize value of over $630,000, including holidays, espresso machines and instant wins.

There will also be in-program components of The Amazing Race Australia shot in Gloria Jean’s coffee houses in Ho Chi Minh City, Prague, Johannesburg and Singapore. Logo placement will also be included across a number of properties owned by the show.
“This campaign will help maintain Gloria Jean’s Coffees’ position as market leader in Australia by engaging our target audience and communicating with them effectively. Most importantly it’s going to be lots of fun and has franchise partners and team members really excited,” said Pike.