J.OLY.2151 - Olympic Campaign - Japan
| Project start date: | 01 July 2020 |
| Project end date: | 30 June 2025 |
| Publication date: | 04 March 2024 |
| Project status: | In progress |
| Livestock species: | Grain-fed Cattle, Grass-fed Cattle |
| Relevant regions: | National |
Summary
The Aussie Beef Clubhouse Olympic campaign leveraged the significant promotional opportunity around the 2020 Olympic Games in Tokyo. Despite a delay to the Olympics and other COVID related restrictions, MLA delivered in collaboration with Australian and Japanese partners a large-scale outdoor activation for over 250,000 Japanese consumers.
The Olympic Games period was leveraged by MLA to include:
- media
- trade and industry partners
- consumer and corporate events
- lambassador and influencer events
- menu development
- food service
- VIP programs
- partner retail activations
- Australian Government and AOC activities.
Objectives
This project covers the reporting period of 2020 – 2025 and addresses
the International Markets priorities for the Japan region of building brand equity for Australian red meat amongst targeted consumers.
More information
| Project manager: | Scott Walker |
| Contact email: | reports@mla.com.au |
