How KFC teamed with News Corp Australia to take cricket fans sky high in the KFC Green & Gold Skybox at the Sydney Cricket Ground

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KFC-CRICKET-1.jpgJust before Christmas KFC Australia and News Corp Australia entered into a major partnership to launch Australia’s first KFC Green & Gold SkyBox – a restaurant in the sky at the Sydney Cricket Ground, with superior views of the 2013-14 Commonwealth Bank Ashes Test Series in Sydney.

 

“KFC gave Australian cricket fans the chance to watch the Ashes from a new perspective with the KFC Green & Gold SkyBox,” said Valerie Kubizniak, KFC marketing director. “As a proud and long-standing partner of Australian cricket, we wanted to add to the excitement of the game by offering fans a fun and completely unique experience.

Between 25 November and 15 December, readers of News Corp Australia mastheads around the country including The Daily Telegraph, Herald Sun, The Courier-Mail and NT Times were offered a chance to win exclusive tickets to the SkyBox.

 

KFC-CRICKET-2.jpg“Our partnership with News Corp Australia to bring this vision to life has been highly fruitful,” added Kubizniak. “In addition to the millions of readers we’ve reached through the ads, we’re thrilled that more than 46,000 Australians entered to win tickets to the KFC Green & Gold SkyBox.”

 

Hovering 40 metres above the SCG, the KFC Green & Gold SkyBox was an open-aired restaurant seating up to 20 guests that offered the winners the opportunity to watch the highly anticipated Ashes Test Series from an unbeatable vantage point.

 

KFC-CRICKET-3.jpg“We’re always looking for innovative ways to engage and reward our readers. This partnership with KFC is a clear demonstration of this,” said Damian Eales, group marketing director, News Corp Australia. “The Ashes is one of the most anticipated series of the sport. It has been great collaborating with KFC on an execution that taps into Australians’ love for the sport in such a ‘high-flying’ way.”

 

The launch of the KFC Green & Gold SkyBox follows the dramatic transformation of five key KFC restaurants across Australia from England’s red and white colours to Australia’s green and gold. As a Gold Partner of Cricket Australia, KFC also launched an Aussie burger and English burger to further ignite rivalry between the two teams this season. KFC’s Green & Gold campaign forms part of its 11th year sponsoring cricket in Australia.

 

The KFC Green & Gold SkyBox took flight 18 times across the first two days of the Sydney Test Match (3rd and 4th of January), with each flight elevating guests above the SCG for approximately 23 minutes.

 

Branded Entertainment: Ensemble

Chief Executive Officer: Justin Ricketts

Events and Activation Director: Gemma Ni Maoltuile

 

Creative: Ogilvy Sydney

Creative Group Head:  Shaun Branagan

Copywriter: James Blow                      

Art Director: Scott Sparks      

Business Director: Scott Chalcraft

Account Management: Stuart Eaton, Sarah Jayes and Michael Porter

TV Production: Rob Spencer, Josh Jenkins and Peter Hackforth

 

Social: Social@Ogilvy

Social Strategy: Carl Burgmann

 

Public Relations: Edelman Australia

Account Management: Jo Osorio, Angela Hardy and Cameron Stead

 

Media: MediaCom

Client Communications Planning Director:  Sean Pattison

Implementation Planning Director:  Helena Kolivas

Client: KFC Australia

Acting Chief Marketing Officer: Valerie Kubizniak

Group Marketing Managers: Sally Spriggs

Graduate Trainee: Peter Birrell