Our strategy was to re-energise BIG WEDNESDAY using a celebrity ambassador of the ‘ultimate lifestyle’.Having arrived at a short-list of one, we pitched the idea to the ultimate billionaire, Donald Trump. He agreed to lend his time to a New Zealand charity based lottery.We built BIG WEDNESDAY’s first sales promotion – Trump Up Your Life. A week of Trump –style luxury with the Don.Taking place over two promotional weeks in March 2010, every BIG WEDNESDAY ticket purchased would put the player in the draw to Trump up their life.A disruptive media strategy designed to bring New York to New Zealand was delivered with a broadcast campaign. All media elements were integrated with editorial support, as we created a groundswell of hype about Trump’s involvement with BIG WEDNESDAY.Interviews with major media networks combined with TV and Outdoor advertising ensured Trump was the talk of the town.

To meet the ‘break even’ sales target required 10% increase on base week sales within four weeks. The Trump Up Your Life campaign more than doubled this result, with an average sales increase across the two-week promotion of more than 21%. PR activity generated $788,271 of media coverage across 39 targeted print, broadcast and online media sources.

The priority KPI Brand Momentum increased by 15 percentage points.Wendy Raynor (Head of Marketing) commented: "The media agency came up with an ambitious idea and challenged our preconceptions. Then they delivered it and in turn delivered results for our business!"