martes, abril 22, 2008

Promocion conjunta en Wimbledon de Giant Berries y Canal de Tenis

En se lanzó el primer esfuerzo de cobranding para que a través del canal de televisión de tenis se informe las propiedades de frutillas y berries. A partir de Mayo mas de 2,5 millones de clamshells se distribuirán en el mercado americano con la posibilidad de ganar un viaje a Wimbledon para todos los consumidores. El esfuerzo de marketing es una iniciativa de California Giant Berry Farms y Tennis Channel de EE.UU.
Co-Branded “The Sweetest Match” Partnership Uses Historic Tennis Tournament’s Strawberries and Cream TraditionTennis Channel teams with California Giant Berry Farms to promote network's inaugural Wimbledon coverage California Giant Berry Farms and Tennis Channel have developed a national co-branding effort that will coincide with the television network’s first-time coverage of Wimbledon, one of the most prestigious – if not the most prestigious – tournaments in the sport. The partnership, named “The Sweetest Match” includes a national retail campaign, multimedia outreach and sweepstakes offering a chance to win a trip to Wimbledon 2009. The promotion opens May 9 and runs through the conclusion of this year’s competition, set for June 23-July 6. Playing off Wimbledon’s traditional strawberries-and-cream answer to a baseball game’s peanuts and Cracker Jack, California Giant Berry Farms will place co-branded Tennis Channel messaging on 20 million clamshells of strawberries during the promotion. The messaging, which promotes the network’s coverage of the London tournament and its accompanying sweepstakes under the tag line “The Sweetest Match,” will also appear on in-store header cards and in retail trade media advertisements.California Giant Berry Farms is the exclusive strawberry company sponsoring the history behind the legendary strawberries and cream connection to Wimbledon on all Tennis Channel communication and with U.S. retail distribution of product with customized packaging, POS and advertising. Ultimately, the winner of this match-up is the consumer entering the national sweepstakes.“This partnership with California Giant Berry Farms takes advantage of a unique circumstance that brings both of our worlds together each summer,” said Robyn Miller, senior vice president, marketing, Tennis Channel. “More than Wimbledon and the strawberries and cream associated with the tournament though, both brands reach health-conscious consumers and benefit from a cross-promotion that’s clever and fun.”All told, 2.5 million clamshells per week will reach retail stores around the United States, including national and regional chains. Tennis Channel will produce short-form program pieces that detail Wimbledon’s iconic strawberries tradition and history, in addition to the overall health benefits of the fruit. The promotion’s website,, will offer healthy strawberry recipes to visitors. “The combination of California Giant and Tennis Channel is a natural since both companies are focused on communicating and promoting health and fitness,” said Bill Moncovich, President/CEO, California Giant. “As women 35-54 with an active lifestyle are part of Tennis Channel’s audience, this partnership also aligns with our shoppers who focus on eating healthy foods like strawberries and promoting a healthy and fit lifestyle for the whole family.”Both California Giant Berry Farms and Tennis Channel will hold special strawberries and cream tastings in relevant cable-affiliate markets leading up to and during Wimbledon.Contest details, including entry form, rules and recipes can be found at The grand prize winner will receive two tickets to the 2009 edition of Wimbledon, airfare and accommodations. In keeping with the health-oriented aspects of the promotional partnership, the contest’s three runners up will receive Bowflex home gym equipment.“The Sweetest Match” promotion continues the network’s tradition of partnering with like brands to promote Tennis Channel’s tournament programming. Previous partnerships include McWilliam’s Wines, Chamarre Wines and Starwood Hotels and Resorts.This year will mark Tennis Channel’s first telecast of Wimbledon, and the network will offer well in excess of 100 hours of tournament-dedicated programming in the weeks leading up to and during the two-week event. Beyond access to the tournament’s vast library of classic matches and other historic video, the network will bring viewers nightly coverage through a four-hour prime-time program that will immerse audiences in the unparalleled Wimbledon experience.California Giant ( California Giant Berry Farms grows and ships over 15 million trays of berries annually. From its nurseries to state-of-the-art cooling facilities, the family-owned company controls every aspect of its’ strawberry production to ensure superior quality and supply to its customers. Based in Watsonville, California, California Giant produces strawberries, blueberries, blackberries and raspberries. The company’s operation encompasses all aspects of growing, handling and shipping of fresh berries. The management and employees know the future depends on the actions of today and places concerns for the environment, food safety, excellent quality and service at the core of their business.Tennis Channel ( is the only 24-hour, television-based multimedia destination dedicated to both the professional sport and passionate lifestyle of tennis. A hybrid of comprehensive sports, health, fitness, pop culture, entertainment, lifestyle and travel programming, the network is home to every aspect of the wide-ranging, worldwide tennis community. It also has the most concentrated single-sport coverage in television, with telecast rights to Wimbledon, Roland Garros (the French Open), the Australian Open, US Open Series, ATP Masters Series, top-tier Sony Ericsson WTA Tour championship competitions, Davis Cup and Fed Cup by BNP Paribas, and Hyundai Hopman Cup.

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