Horton Ella Marketing created, developed and implemented Bundaberg Rum’s official sponsorships of the;
• Australian Rugby Union
• QLD Rugby Union
• QLD Reds
• ACT Rugby Union
• ACT Brumbies
• NSW Rugby Union
• NSW Waratahs
Horton Ella Marketing established the following leveraging activities for Bundaberg Rum at Ballymore Oval (QLD), Bruce Stadium (ACT) and the Sydney Football Stadium (NSW);
• Signage within the television arc
• Four 30 sec. TVC’s on main scoreboards, dubbed “Bundy Vision”
• On-ground announcements
• Official pourage rights at all QLDRU, NSWRU and ACTRU
• functions
• Naming rights sponsorship to bar areas, “Bundy Bars”
• Product promotions
Horton Ella Marketing also established the ball sponsorship whereby Bundaberg Rum was able to display branding on all test match, Bundaberg International Series and Summit retail balls.
Bundaberg Rum ‘Infrastructure Kits’ were designed and disseminated by Horton Ella Marketing to all senior rugby clubs throughout Australia to further promote Bundaberg Rum’s commitment to rugby at a senior grassroots level.
Bundaberg Rum’s sponsorship with Australian rugby earned Horton Ella Marketing AdNews’ ‘Best major sponsorship over $5M’ award in 2001, which then led to Horton Ella Marketing implementing a number of other successful below the line campaigns for Diageo brands including Bundaberg Rum, Baileys, Smirnoff and Stolichnaya.