Maxxis says its Austrailian Open billboard campaign tagline, "Game, Set....Maxxis," should be remembered after the event.
Maxxis International announced that for the fourth straight year it will sponsor the Australian Open, the largest sports event in the southern hemisphere and the first of the grand slam tournaments each year. The Australian Open takes place Jan. 13-26, 2014, in Melbourne.
In addition to being an official sponsor, Maxxis is the official tire of the Australian Open and will have signage on Rod Laver Arena (Center Court) and is entitled to use the Australian Open logo in marketing materials and promotional activities.
Maxxis says it has gained extensive global exposure for its brand through sponsorship of the Open. The 2013 Australian Open was broadcast to more than 200 countries, and drew additional attention through social media and more than 8,800,000 views on the official Australian Open YouTube channel. The tournament attracted 684,000 fans last year.
In order to capitalize on its already strong brand awareness in Australia, Maxxis says it has organized a high-impact marketing push, including a major national billboard campaign, for the lead-up and duration of this year’s Australian Open. This campaign carries the tagline “Game, Set...Maxxis,” which company officials expect will be remembered even after the event has concluded.
A national consumer reward will also be made available to any consumer in Australia who purchases a set of four Maxxis tires during the Open. The reward, a high-quality polo top, will be available at no charge to these consumers.
