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Gloria Jean’s Coffees franchise secures partnership with The Amazing Race Australia

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Australian Franchise News – 17-05-11


This week sees Gloria Jean’s Coffees launch its biggest marketing initiative in the company’s history, as the global coffee house business teams up with Seven Network to sponsor its highly anticipated new television series, The Amazing Race Australia.
The $3M campaign is set to achieve unprecedented results and aims to increase brand awareness, build guest loyalty and drive transactions.
Talking about the partnership, Gloria Jean’s Coffees General Manager, Gareth Pike, says, “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.”
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.
As part of the largest campaign Gloria Jean’s Coffees has ever undertaken, a consumer promotion will roll out in all coffee houses across the country. The total prize value of over $630,000, includes state winners of luxury holidays for two to Hawaii with a coffee plantation tour and a Sunbeam Café Series Espresso Machine & Grinder to be won in each individual coffee house. Thousands of instant wins are also up for grabs.
Gareth Pike adds, “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”.
Developed and implemented by Immersed Marketing, Gloria Jean’s Coffees’ own specialist marketing agency, the new campaign aims to build on the success of last year’s Australia’s Got Talent initiative.
With its multi-layered approach, the initiative will engage numerous media channels and leverage the show’s official media partners, including Seven Network and its publishing arm, Pacific Magazines. The partnership will feature new brand and promotional television commercials shown on Channel 7, as well as a print advertising campaign confirmed for Australian Good Taste, Coles Magazine, Men’s Health and Woman’s Health.
Other parts of the campaign include in-program components shot in Gloria Jean’s coffee houses in Ho Chi Minh City, Vietnam; Prague in the Czech Republic; Johannesburg, South Africa and Singapore. Logo placement will also be included across a number of properties owned by the show.
Supporting the initiative, Gloria Jean’s Coffees will carry out an internal engagement and incentive program with its Franchise Partners and coffee house teams. Each of its 458 coffee houses will be provided with a comprehensive campaign tool kit, signage and point of sale, as well as competition prizes such as a Sunbeam Café Series Espresso Machine and Burr Grinder. Additional assistance will also be provided through the Gloria Jean’s Coffees Support Office.

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