TE HANA SPARKLING – MELBOURNE CUP
ISSUE
As naming rights sponsor of Melbourne Cup Day 2011 at Ellerslie Racecourse, Te Hana Sparkling wine wanted to leverage its sponsorship in a unique and engaging way, bringing to life its tag line, ‘Outshine the Ordinary’. Mango developed a concept that would entertain guests but also give them something to take home and ensure they remembered Te Hana long after the Melbourne Cup had run.
IDEA
The Te Hana Garden Party and Te Hana Photography Lounge. Were created at Ellerslie. The Te Hana Garden Party took place on the Newmarket Lawn with the Te Hana Photography Lounge positioned alongside to allow access for all ticket holders.
Guests were offered the opportunity to have a professional photograph taken within the Te Hana – which means shining – inspired set. They were given a complimentary glossy Te Hana print as a take home memento while photos were also made available via the Te Hana Facebook page.
All activity was supported by the Te Hana team – four naturally gorgeous promotional talent chosen for their ability to outshine the ordinary.
IMPACT
Everyone was talking about the gorgeous Te Hana Garden Party with over 300 guests opting to have their photos taken within the Te Hana photography set.
Following Melbourne Cup the Te Hana Facebook page saw a spike in traffic and an increase in fans.