Blackmores has announced an official partnership with the Australian Open.
“We are thrilled to be partnering with the Australian Open. The tournament is undoubtedly one of the premier summer sporting events in this country and with a significant focus on health and wellbeing, there are many natural synergies between our brands,” says Paul Di Vito, chief marketing officer, Blackmores.
Underpinning the partnership is the Blackmores ‘Be a Well Being’ campaign, which launched in March 2015 and provides a number of wellbeing experiences across the country for consumers.
Throughout the Australian Open, the core pillars of the ‘Be a Well Being’ movement will be showcased through digital and social media experiences as well as an integrated print and broadcast campaign.
In addition, Blackmores will create an innovative double storey consumer brand activation on Grand Slam Oval at Melbourne Park, showcasing their newly launched Superfoods range and providing on-site naturopathic advice and wellbeing activities for spectators.
Blackmores’ global health ambassador and Australian Open 2014 champion, Li Na, will be on hand to support Blackmores’ activities in the lead up to, and during the tournament. This will be the first time Li Na has returned to the Australian Open after becoming a mum in June this year.
“The Australian Open has a wonderful history in this country. This world class event not only reflects and shares our own commitment as a company to improving the wellbeing of all Australians; it also provides a unique platform to share Blackmores, Australia’s number one natural health brand, with an international audience,” says Di Vito.
“We are incredibly excited to announce Blackmores as an official partner of the Australian Open, Australia’s largest annual sporting event,” says Tennis Australia’s Commercial Director Richard Heaselgrave.
“Blackmores is a trusted brand which will bring a fresh approach to the event. We look forward to working with Blackmores to create health and wellbeing experiences designed to drive fan engagement both here at Melbourne Park and worldwide.”
The new agreement includes the Emirates Australian Open Series, comprising the Hopman Cup in Perth, the Brisbane International, Apia International Sydney, Hobart International and the World Tennis Challenge in Adelaide, all official lead-in events to the first Grand Slam of the year.