Coopers national sales and marketing director Cam Pearce says the brewery's sponsorship of the Australian Open has been a huge success for the brand.
He's told Marketing magazine Coopers is excited to enter its second year of partnership with Tennis Australia has helped raise brand awareness, trial and distribution.
"We’re still firmly focused on growing our share of the domestic market, because we’re not as well-known outside South Australia as inside where we’ve been for a fair time," he explained.
"Our brand awareness in the Melbourne market increased on the back of the sponsorship, and we got some spikes in the other cities where we were involved as well."
He said building a great relationship with Tennis Australia was key to the success of the partnership.
"Tennis Australia wants to broaden its event out to appeal to and engage with lots of different consumers – not just people who want to watch tennis, but people who want to bring families, listen to music and do other things like that in an engaging carnival.
For that broader audience, a brand like Coopers fits well because we have a very eclectic drinkership, so to speak, from all over. It’s about the beer, quality and family. All those things work together and we were able to win the bid. The family is involved – Tim, Glen and Mel were over there – and I think Tennis Australia realised the commitment from us was significant and substantial."
Pearce also explained how the company had maximised its sponsorship.
"We did some unique things in year one," he noted. "The format of Grand Slam Oval was changed in 2017 – it became a less intense area than it used to be. The high-intensity music was moved up to Birrarung Marr. We did a very substantial activation on Grand Slam Oval, which was lower key this year, enabling people to relax more, whereas up on Birrarung Marr we put container bars for the bands playing there.
"We also did a lot of work with the off-trade in terms of running various promotions through banner groups and retailers, and similarly with some on-premise hotels along Southbank and the like, and we were also doing local activations. We were trying to bring Coopers’ involvement in the Australian Open to life at as many touch points as we could. That included radio and outdoor advertising, and a lot of work in the digital area with our social media marketing experts being involved there. We tried to make it a very integrated campaign – above the line, below the line and through the line – to get as much reach and leverage from the sponsorship as we could."
Big plans for 2018 Australian Open
Coopers is taking centre court again this year from January 15-28 as the Official Beer Partner of the 2018 Australian Open, with some beach-themed additions to its beer garden planned for this year.
Coopers also has more bars, bar staff, bar managers, multi-pour beer facilities and even more space.
The Coopers Bar, located at Grand Slam Oval, is much bigger this year and will feature an awesome vantage point to view all of the tennis action from the big screen.
Beers being poured throughout the tournament are; Coopers Premium Lager, Coopers Original Pale, Coopers Clear in some bars, and Coopers Premium Light.
Retiring Australian Tennis player, Sam Groth, is a Coopers ambassador throughout the Australian Open.
“We’re excited by our new look Grand Slam Oval and know that the fans are going to love it,” Australian Open Tournament Director Craig Tiley said.
“The all-new Melbourne Beach Club is sure to be a fan favourite with its relaxed summer atmosphere, a sandy dance floor at the expanded Coopers Bar, wading pool at the Mastercard Beach Club and of course tennis on the big screen at the Jacob’s Creek Wine Bar.
“London Rocks, Highway USA and the Paris Quarter will showcase some of the best food from each of our sister Grand Slam nations including southern barbecue at San Antone, fresh French pastries at La Boulangerie and Fresh Court Fish & Chips.
“We pride ourselves on being the most fan-friendly event and are constantly striving to give everyone more and more reasons to be here. When you add in the world-class tennis and music, there really is no better place to be this summer than the Australian Open.”
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