Jockey Performance Plus Launch

Brief

All Black legend Dan Carter has performed off the field as brand ambassador for Jockey for many years. Pead PR has boosted the alignment between Dan and the brand along the way, maximising his involvement in the launch of new products – most recently the innovative Jockey Performance Plus.

Our role was to manage a series of in-store appearances with Dan to launch Jockey Performance Plus, allowing consumers to connect with the sports star and strengthening his ties to the brand. We were also tasked with generating product placement and media coverage around each event, to help drive sales throughout the summer promotion period.

Solution

A comprehensive media relations campaign saw Dan undertake pre-event and event interviews. Selected fashion and men’s interest media also received product samples and information as well as the images of Dan sporting the new Jockey Performance Plus.

We also negotiated an editorial radio partnership with ZM to promote the in-store appearances throughout the country. ZM provided an MC to host the event, interview Dan and keep the two-hour events flowing with prize pack giveaways. ZM also implemented announcer giveaways and a competition for listeners to meet and greet Dan. Photos of each and every fan with Dan were hosted on online galleries at www.zmonline.com and available for free download.

Result

We achieved blanket regional media coverage of the events, delivering a strong return on investment of 29:1. Around 2000 people were delighted to meet Dan in the course of the three in-store events. Fans had a professional photo taken with Dan and were able to get a poster or item of clothing signed.