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GLOBAL: Pernod Ricard partners Jacob's Creek with Andre Agassi

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Pernod Ricard has secured the services of former tennis player Andre Agassi to promote its Jacob's Creek wine brand globally.

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The company, which replaced Diageo as official wine sponsor of the Wimbledon tennis tournament in 2010, announced earlier today (5 January) that Agassi has signed a three-year deal to front a global promotional campaign for Jacob's Creek. The push, entitled ‘Open’, includes new creative, as well as digital and PR activations to coincide with the tennis events with which Jacob’s Creek is associated.

Starting this month in Australia, the campaign will include a series of short films featuring on- and off-the-court stories from Agassi. The films will run during coverage of the Australian Open on the Seven Network in Australia. Digital media will run via Facebook activity, while a national promotion will give consumers the chance to win dinner with Agassi in the US.

“This partnership … aligns with both Jacob’s Creek's 'True Character' communication platform as well as our sponsorship of major tennis tournaments, such as the Australian Open and Wimbledon,” said global marketing director for Jacob's Creek Jo Adamo.

The campaign will return in June to coincide with the Wimbledon tournament.


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