Big names, big brands, big challenge

Big names, big brands, big challenge
SHARE
THIS



Big names, big brands, big challenge   

A world-renowned adventure race like the Swisse Mark Webber Tasmania Challenge is bound to attract some of the biggest sporting names in the business, and this year is no exception. Find out which sporting giants are taking on the 2013 challenge.

Team B&T is also taking on the 2013 Swisse Mark Webber Tasmania Challenge. We are blogging live from the event, covering the highs and lows of the five-day adventure race, and looking at the inside story on the significant branding and sponsorship around the event. Here’s our Day Three report.

Day three: Strahan

Today, Team B&T went to Hell's Gates and back – and it was as tough as the name suggests.

Day three of the Swisse Mark Webber Tasmania Challenge started with a mass competitor jump off a boat into the harbour and a frantic swim back to shore. It was one way to get the adrenaline pumping first thing.

A large part of today was kayaking, through Strahan's notorious Hell's Gates and then back again. As the water swirled and the currents raced, it was tough at times to keep moving forwards.

It was the day that Team B&T was dreading the most as it was definitely 'the kayaker's day', so it's a huge relief to have it in the bag.

We're over the hump – two days' racing left. And we're still standing… just. More importantly, we're still smiling.

 

The big guns

Big names attract big brands – and the Swisse Mark Webber Challenge is no exception.

Some of Australia’s, and the world’s, top athletes descend on Tasmania – along with the more regular fitness enthusiasts – to take on the epic adventure race.

And with five days, 350 kilometres, a prize fund of $30,000, and the stunning backdrop of the Tasmanian countryside, it’s no surprise.

“The Swisse Mark Webber Tasmania Challenge awards the highest prize money of any adventure race in the world and attracts world class athletes – not only from the adventure racing field, but sporting personalities from a variety of sports,” explains Adam Hodge, group commercial director at Octagon, which manages the event.

Some of those big names taking part this year include surfer Layne Beachley (main picture above), Olympic rower Ken Wallace (right), triathletes Courtney Atkinson and Emma Snowsill (above), stuntman Guy Andrews and world adventure race champion Richard Ussher.

Those big names attract big coverage and, therefore, big sponsors.

“Gone are the days of big brands tossing money at events just to slap a logo on it,” says Hodge. “It’s a big reason why we are seeing a consolidation of sponsorship properties.

"To service, you need to be either a large scale mass media property that can offer scale and breadth, or a much more focused property that provides debt of association and relevance to a specific target market. We are obviously in the latter, and these events in the middle are the ones we most often see fall by the wayside over time.”

Team B&T, consisting of B&T features editor Lucy Clark and her racing partner Dom Collie, is taking on the challenge. It runs over five day and covers 350 kilometres, across the western Tasmania wilderness. It features kayaking, mountain biking, trekking and running – all self-navigated.

Tune in each day to find out how they fare – and for interviews with other racers and event sponsors. 

Please login with linkedin to comment

Latest News

Why The “No” Campaign Is Just One Long Slippery Slope
  • Opinion

Why The “No” Campaign Is Just One Long Slippery Slope

Not exactly your typical marketing/media piece, but here playwright Ron Elisha (pictured below) explains the damage done by the “No” campaign and the now infamous skywriting on a recent blue-sky Sydney Sunday… My daughter is crying. It’s not that she’s fallen over and barked her knee. Nor is it the trauma of immunization, or the […]

Opinion

by B&T Magazine

B&T Magazine
QMS Goes West With ‘The Leeder’
  • Advertising
  • Media

QMS Goes West With ‘The Leeder’

QMS Media continues to expand its digital portfolio across Western Australia, switching on an iconic billboard in the heart of Perth. Following the launch of two new digital billboards in the major WA regional centres of Bunbury and Kalgoorlie in recent months, ‘The Leeder’ further delivers on QMS’ digital expansion strategy out west. Positioned at […]

PR Firm Text100 Wins NetApp Account For APAC
  • Marketing

PR Firm Text100 Wins NetApp Account For APAC

Global marketing communications agency Text100 has announced it been appointed by data management company NetApp to drive its brand transformation effort across the Asia-Pacific (APAC) region. Following local competitive pitches conducted across the region, Text100 has been appointed as the APAC lead agency out of Singapore, and as the local agency of record in Australia, […]

MFA Awards 2017 Winners Revealed!
  • Advertising
  • Marketing
  • Media

MFA Awards 2017 Winners Revealed!

B&T once again donned the tux, applied the Brut, and primed the liver for last night's MFA Awards in Sydney.

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant
  • Media
  • Technology

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant

Digital publisher Concrete Playground has unveiled a new app that helps Millennials plan their night out using voice control – the first of its kind to become available in Australia. Concrete Playground’s Guide to Tonight now works with Google Assistant, making it available on a range of Google devices and helping people to decide what […]

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses
  • Marketing

Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses

The Australian College of Marketing is collaborating with the Digital Women’s Network to bring new short courses aimed to provide the latest skills across all aspects of the Digital landscape, kicking off in Melbourne and Sydney in 2018. Course content will focus around various topics related to the digital marketing landscape. All courses will run […]

Man working at office desk, looking at computer and scratching head
  • Technology

Where Are Digital & Tech Skills & Salaries Headed?

The rapid pace of technological change in the digital sector is seeing demand for those with the right skill sets outstrip availability, both locally and globally. The individuals who have kept their skills up to date are being well-rewarded financially. Now, Digital + Technology Collective’s expanded annual Skills and Salary Survey will put some numbers and context […]

Disney & ESPN Unify Sales & Partnerships Teams
  • Advertising
  • Marketing
  • Media

Disney & ESPN Unify Sales & Partnerships Teams

Disney and ESPN have formed an even closer bond, announcing a new alignment of the two properties through their media sales and partnerships teams. Instead of entering through three doors, Disney ESPN Media Sales & Partnerships will give media buyers and marketers a refined, singular point of entry for Disney, ESPN Digital and Maker. Nik […]

by B&T Magazine

B&T Magazine
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]