Big names, big brands, big challenge

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

Doritos Champions Infamous Orange Dust In New Campaign Via VaynerMedia, TRIO & Mango Communications
There's three absolute givens at any B&T bash - the Jatz, the Dorito and the fruity lexia.

Alan Jones (AKA Gloria) Threatens To Sue Nine Papers Over Indecent Assault Allegations
Why does B&T get the feeling that Alan might actually enjoy a stint in an all-male prison?

Adobe: Calming Rhythms, Nostalgia & Wonder & Joy Set To Dominate Creativity
Be first to read the Adobe Creative Trends 2024 Report here. And there's sparse news for fans of the knickerbocker.

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC
Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]

Tennis Bad Boy Nick Kyrgios To Create New Athlete Content On OnlyFans
Tennis brat takes time off from embarrassing the nation to reveal new social media initiative.

Before Adland: The Media Store’s Sam Cousin’s Journey From Parisienne Nanny To Chief Strategy Officer
B&T's shining a light on industry folk prior to adland. Preference given to anyone purporting actual UFO abduction.

Thursday TV Ratings: Seven’s Big Bash Debuts To Sluggish 318K
The fact that it's December, meteorologically confirms summer is officially here. Cricket just gives it a nudge along.

Spotify CFO Walks As Problems Grow For Streaming Giant
Spotify CFO heads for the Spotify exits. Has requested "Don't You Forget About Me" as preferred leaving song.

TV Reporter Gives Withering Takedown After Being Fat Shamed Live On Air
Haven't yelled "you go, girl" for some time now? Clear the throat and ready the fist pumps with this overnight news.

BBC Presenter Left Red-Faced After Sticking Middle Finger Up LIVE-ON-AIR!
B&T warns this article contains gesticulations readers may find offensive. Yet, nothing you don't see driving every day.

QMS Champions Creativity As First Most Contagious APAC 2023 Sponsor
Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]

OMG’s Annalect First To Get Meta’s Advanced Analytics
Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]

Foxtel Wins Exclusive Multi-Year Rights Extension With International Cricket Boards
Are you such a weird cricket tragic you even watch games when NOT played in Australia? Foxtel has exciting news for you.

News Corp Launches One-Off Taylor Swift Mag Ahead Of Aussie Tour
Thought we'd reached peak Tay Tay overload? News Corp declares "f@ck that" with a new print iteration.

It’s Quiz Time: Team B&T Got 100% – Can You?
Take B&T's Friday trivia, outrageously cheat, & go into the draw to win a $100 booze voucher! Alcohol & con artistry!

AKQA Launches Eco-Conscious AI DIY Assistant Encouraging People To Gift More Sustainably
WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]

wildbean cafe Launches Cheesy New Campaign Via Ogilvy
B&T feels like we're cheating on our barista with this news. And, for that, we'd like to apologise to 7-Eleven too.

Chris Freel Announces Departure From UnLtd
UnLtd boss, Chris Feel, announces departure after six years. Says he won't miss those shithouse industry cricket games.

Marc Collister: AI & Automation Set To Revolutionise Creativity In 2024
Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]

Reddit Recap Reveals That Aussies Went Nuts For The Tillies, Eurovision And, Erm, Finance
Reddit reveals its hits and its misses for 2023. Oddly, Meghan strangely absent from either list.

Zeno Group Australia Bolsters Client Offerings With An Expanded Creative Services Portfolio & New Senior Leader
Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]

Spikes Asia Announces Its 2024 Jury Line-Up
This is a wake-up call to start planning your 2024. Even more so if 2023 turned out a badly planned disaster.

Assembled Media Inks TikTok Creator Campaign for BIC
Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]

Wednesday TV Ratings: Aussies Sign Up For Taronga Zoo
With animals proving a ratings winner for the networks yet again, we're expecting odd marsupial cooking mash-ups soon.

If You Can’t Beat The System, Cheat The System: Hardhat Launches ‘Cheat Codes For Challenger Brands’.
Independent creative and CX agency Hardhat has launched an Australian-first suite of growth accelerators; ‘Cheat Codes for Challenger Brands’.

Melinda Petrunoff: Pinterest Predicts Is A “Cheat Sheet” For 2024
Pinterest reckons jellyfish & moody cowboys will be big in 2024. Refused to be drawn on the return of shoulder pads.

IAB Launches Fourth Module In Its Marketing Measurement Innovation Series
IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]

Scope3 Expands Carbon Measurement Capabilities To Include DOOH Advertising
Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising, announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]

VOZ Enters Final Phase Of Total TV Viewing
This headline can be made so much more appealing by reading it with a Darth Vader-like inflection.

Selfies! Swipes! Scrolling! It’s The Best Of The Best Social Media Directors, Presented By Finecast, Part Of GroupM Nexus
Social media's far more than faffing about with videos of the office dog, as these digital maestros attest.

Thinkerbell Unveils Pringles “Shoot From The Chip” After Winning Competitive Pitch
Other than heroin, nicotine and Sex In The City re-runs, is there anything more addictive than the Pringle chip?

Now Open For Registration – NRF 2024: Retail’s Big Show Asia Pacific
NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]

“He Cannot Die Without People Knowing What He’s Done”: Alan Jones Accused Of Indecently Assaulting Young Men
As sad as it is to say about these unsavoury allegations, why does it not come as any real surprise?

B&T TV – Jasmin Bedir On Why Trade Media Needs To “Drop The Shade”
Much like the arrival of tequila shots, you know you're in for a rollicking good time when Jasmin Bedir gets involved.

Kmart Does Christmas Via Dentsu Creative
Kmart is always B&T's one-stop shop at Christmas. Particularly for people we don't overly like.

Wavemaker Promotes James Boardman To Chief Strategy Officer
James Boardman amps up his Dungeons & Dragons creds as he's named Wavemaker's chief strategy officer.