Golin/Harris International's staff are metaphorically beefing up
their thighs and chests - and, more importantly their campaign tactics -
to tackle a new consumer PR account for Bass Brewers, one of the
sponsors of the British Lions rugby test tour of Australia.
Bass's own Irish ale Caffrey's, which has been allocated the Official
Beer status for The 2001 Lions event, and which, it is hoped, will be
drunk in hearty quantities by fans from the UK as they scream
encouragement at the line-outs, rucks and fly-halves.
The account marks a big move for G/H, which has experience of sporting
events PR from its Carling Premiership and Worthington Cup briefs.
But as any beer swilling and singer of the blue version of Sweet Chariot
(among others naughty ditties) knows, soccer is for 'wimps', while
rugger is for 'real men'.
So how will G/H, which was appointed without a pitch, fare amid all that
ale, mud and testosterone?
G/H director Andy Sutherland is heading a three-man team on the
He said: 'Like all good sponsorships, the brand fit is perfect. We
anticipate sponsor clutter, so the job will be to use our sports PR
experience to achieve media standout.'
With ntl, Adidas and Lucozade among other sponsors vying for space, G/H
is hoping its formidable front row serves them well in what is likely
going to be a tight brand scrum.