How do Australia’s winter Olympic hopefuls prepare for the Games? According to Network Ten’s new ad campaign they test their mettle on the local snow-free landscape.
Created by BMF the ‘Just Add Snow’ campaign is to push Ten’s exclusive coverage of the XXII Olympic Winter Games in Sochi, Russia in February 2014.
Ten’s chief brand officer Matt McGrath said: “Australia is sending its biggest and best team to Sochi, including several potential Gold medal winners.”
“The Just Add Snow campaign celebrates, in a light-hearted way, the incredible lengths these athletes go to for their training, in a hot, dry country. It also gives viewers a glimpse of the action, thrills and spectacle of a Winter Olympics.”
The first ad in the campaign features four of the country’s best medal prospects including bobsleigh competitor Jana Pittman and aerial skier Laura Peel.
Snowboard world champion, Alex ‘Chumpy’ Pullin, and luge racer Alex Ferlazzo also feature.
Ten has committed to broadcasting more than 360 hours of live content across Ten and One with eight dedicated channels also available on online TV hub tenplay.
Primetime coverage will be spearheaded by Ten’s Sochi Tonight. Kicking off at 6pm nightly it will be broadcast from Ten’s Melbourne studio with Winter Olympic gold medallist, Alisa Camplin OAM one of the hosts.
Sochi Live is the network’s flagship winter games program, hosted by Mel McLaughlin from the Olympic Park in Sochi.