In Australia – a nation of 21m – media costs are relatively high. There are powerful existing relationships between the Australian Cricket Team’s major sponsors (the nation’s biggest brands), and the broadcasters of the cricket. While there are no legal restrictions to running branded content on mainstream TV, unless you are major sponsor of the Australian Cricket Team, it’s very difficult (and extremely expensive) to secure a media buy offering sufficient exposure. M.J. Bale is the team’s smallest sponsor, the Official Tailors to the team.

Infusing our suits with victory had created a product desired by sports stars and their fans. It was the first time a sponsor of the Australian Cricket Team had ever changed its product to support the team, and the Australian media loved this unique approach.During an International Cricket Test Match, we launched the ‘Grazed on Greatness’ film. With the nation’s full media attention already on the team, they and other prominent Australians seeded it. Ties made from the wool were sent to journalists and opinion leaders along with broadcast quality assets, to share the campaign for us.On day one of the launch, the film appeared on national, prime time news in a segment running for almost 2 minutes.The story within the suits meant Australia’s most recognised sports stars; commentators and anyone wearing our suits became our advocates. Whether they were paid or not, they became our PR.

The PR Campaign was hugely successful, achieving all its objectives.There was no paid for media at launch, yet the campaign achieved national awareness earning media coverage (broadcast TV, news, press, editorial, PR, social media) valued at over AUS$3.2m (US$3.3 Million).The PR groundswell facilitated M.J. Bale to expanded its national distribution into Australia’s largest and most prestigious retail chain, with 38 additional new outlets, nationwide.In-store traffic and sales spiked to an all-time high and there was a 520% increase in tailored suit orders.A phenomenal 1,400% return on investment. ($14 for every $1 spent).Unprompted, the Cricket Australia website, with over 500,000 visitors daily, promoted the campaign.The Australian Government formally recognised M.J. Bale’s efforts: the Australian Wool Board committed funding for further wool innovation.M.J. Bale had achieved the largest share of voice at the campaign’s peak.

All from the team’s smallest sponsorship.