In reinforcing its position in the premium segment, Guinness Anchor (GAB)'s Strongbow will sponsor the upcoming Borneo Jazz Festival, coupled with a campaign aimed at engaging current and new Strongbow fans till end of May.
"Strongbow is firmly positioned in GAB's premium category with a key objective in delivering world-class experiences to our consumers. This runs parallel to the Borneo Jazz Festival's growing stature among leading international jazz festivals in the region and growing fans in Malaysia who seek for new experiences. We believe jazz music aficionados reflects Strongbow's image; discerning in a quiet luxury," said Tai See Wai, marketing manager for Strongbow.
Strongbow has also created a Facebook app called ‘Jazz Me Up' in Strongbow Malaysia's Facebook page, allowing consumers to create their own jazz album. Users need to pick an instrument based on their personality and add a favourite photo before the app turns those elements into a personalised jazzy video.
The campaign will be digitally centred with investments in Facebook, Google, MSN and social ads, with print ads running alongside.
Tai adds that this is one of the many partnerships to come.
"While we solidify our new partnership with Borneo Jazz Festival, we will continue to reinforce Strongbow's position in the premium segment. Staying true to the brand's image, our consumers will see us more in the jazz realm where we have been a strong partner with the Penang Jazz Festival."
Strongbow has also established itself in the sailing arena. Last year, Strongbow sponsored the crew of the Baby Tonga, which raced in the 21st Raja Muda Selangor International Regatta (RMSIR) - Asia's oldest and most respected offshore yacht races.