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
In this guest post, CTO of Wiise, Hamish Browne (pictured below), says tech’s new focus on privacy will lead to new rules and new ways of doing business for marketers… With the delicate balance between customer data and privacy in the spotlight like never before, the potential emergence of new standards and business models, is […]
Businesswoman, reality TV star, and social media personality Kim Kardashian has posted an ad for mysterious cryptocurrency Ethereum MAX [EMAX]. In a post on her Instagram story – where she has 228 million followers – Kardashian wrote: “Are you guys into crypto????” “This is not financial advice but sharing what my friends just told me […]
Great Southern Bank has launched a brand campaign this week, ‘Happily Clever After’, coinciding with its name change from Credit Union Australia, bringing to life its purpose of helping all Australians own their own home. The journey to changing from Credit Union to Great Southern Bank began back in 2020. When Australia’s largest customer-owned bank, […]
Nine has promoted Jo Clasby to the role of commercial director – publishing, where she will report to Nick Young. She was previously director of client partnerships – publishing. Her new role establishes her at the same level of seniority as Anthony Smyth, commercial director – radio. Smyth was promoted at the start of this […]
Hospitality giant Accor is shining a light on the joy of cities through its newest campaign, ‘Go ALL Out’, which launches in Australia and New Zealand today. The gateway to the ‘Go ALL Out’ campaign is ALL – Accor Live Limitless, a lifestyle loyalty program that integrates rewards, services and experiences throughout the Accor portfolio […]
Global affiliate and partner marketing firm Silverbean has secured new contracts with 13 major Australian brands and is now working to double the size of its Asia-Pacific team. Silverbean launched in Australia in 2019 and has seen steady growth through its work with retailers. Now, with 15 new brands joining the Silverbean portfolio, the agency […]
Tourism PR and marketing agency GTI has announced the appointment of longtime media executive Jenny Pham as its new general manager of marketing and strategy. Pham (pictured above) will lead the agency’s marketing division with responsibility for strategy, media and consumer marketing, while GTI founder and managing director Sarah Anderson remains as the day-to-day lead […]
Clipboard, a free professional networking platform for the hospitality industry, has announced it will seek to raise its next round of funding via equity crowdfunding platform Birchal. This will power its vision to transform the way the fragmented hospitality industry connects, shares experiences, markets and recruits. With a growing member database of over 24,000 hospitality […]