TUI – CATCH FOR A MILLION
THIS is how you get your brand maximum international exposure live on prime time TV…
Umbrella worked with Tui Beer to create some real noise on New Zealand’s cricket fields and TV channels.
The promotion, which ran over 12 days of cricket, offered $100,000 at each game to the first registered person wearing an orange competition shirt and lanyard who made a clean, one-handed catch of a ball hit for six.
And wow did the crowd (and media) go mad when a spectator caught the ball – not just one, but two spectators! The moment was televised across the world (120 million media impressions). TV screens awash with the sight of branded orange Tui T-shirts stretching across the spectator stands. The press were quick to jump on the winners stories, which were shown all across prime TV New channels and newspapers. Overnight Tui became a household name.
Luckily Tui Beer had the promotion covered through our underwriters for a fraction of the total winning liability. They could simply sit back and enjoy all that massive exposure of having a prize winner, without worrying about writing the cheque!