Sony has launched a multi-million dollar trade campaign to compliment its sponsorship of the Australian Rugby Union Wallabies. More than $2 million will be spent this year on store displays, merchandising and promotions that will benefit retailers and consumers alike.
More than 700 stores across the country that sell products carrying Sony’s Wega brand name will take part in the instore communication. Of these, 300 will be involved in the merchandising program.
As of next month and running until November, about 6000 registered Sony Wega VIP trade partners will take part in integrated campaigns to reward both retailers and consumers. The campaigns run to November.
Prizes include Snow Rugby weekends in Thredbo, $25,000 credit on a Visa card, tickets for the rugby World Cup 2003 and a Sony Home Theatre system.
Starting in May, 50,000 rugby supporter packs — each including a Wallabies Wega football and watch, Driz-a-Bone oilskin cooler, a PlayStation 2 game, a Wallabies DVD and a guide to Australian rugby booklet — will be given away with all purchases of Wega televisions with screens of more than 29 inches.
The sponsorship deal has also seen Sony agree to install Wega equipment at the Wallabies base camp in Coffs Harbour, where it is used as a family diversion from the rigours of training or for video analysis sessions with the team.
“The sponsorship will provide immediate and substantial benefit to the Wallabies and their World Cup preparations,” CEO and managing director of the Australian Rugby Union, John O’Neill, said.