Carlton United Breweries (CUB)

TLA have worked with CUB for 3.5 years and work closely with them across many different high profile Australian sports.

2015 Barrel Time

Throughout the 2015 AFL Season, on Friday night games TLA would run an activation on ground where two amateur super boots would kick barrels as far as they could in the pursuit of prize money and the trip of a lifetime to the USA. TLA brought the concept to life by coordinating on ground logistics, building of infrastructure, management of casual staff and organizing the prize elements of the competition.

2015 State of Origin

VB is the naming rights sponsor of the VB NSW Blues and engaged TLA once again to help them win the battle of the beers by bringing this sponsorship to life on game day via several areas.

Game 1 at ANZ Stadium was the home of the VB Sheds located in Cathy Freeman Park. The VB Sheds are a hub for 6000+ State of Origin fans to get pumped up before the big game, grab an ice cold VB and show their support for the VB Blues. TLA work with the NRL, Sydney Olympic Park Authority and the Novotel in bringing the precinct to life. Fans can meet and hear from NSW Blues Legends, win a chance to go on ground for the VB Hard Earned Catch half time activation and listen to live music.

TLA also managed the strategic placement of VB branding for broadcast on Channel 9 for Games 1, 2 and 3 which included dressing up the VB NSW Blues coaches box, locker and warm up rooms.

2014 Mile High Style Wars

TLA was engaged by Carlton Dry to create strategy, plan and execute all aspects of their leverage and activation around the new events across two sites.

Style Wars and Mile High form the Australian Slopestyle Championships, held at Falls Creek VIC and Thredbo NSW. This was Carlton Dry’s first year partnering with these events and it was important to integrate in a natural and credible way while making a significant impact both live on site and within content with both consumers and the core snowboard / athlete community.

The scope of work included strategy development for credible integration, design and execution of integrated on course and on premise branding, on-site logistical management of branded infrastructure, creating and management of the athlete lounge and management of two film premiers and after parties.

2013 CUB World of Sport

TLA was challenged to bring to life all of CUB’s sports partnerships on the one evening before the 2013 AFL Grand Final for their top customers.

Carlton Draught in the AFL, VB in Rugby League, Carlton Mid in Cricket and Carlton Dry in Surfing were brought to life for 300 guests in CUB’s Abbottsford Brewery. The activation transformed the CUB Brewery into a premium bespoke event space. An early 1900’s beer delivery truck was restored and transformed into a stage, with a range of interactive activities taking place around the brewery. Kicking and hand ball targets for AFL, VB passing target for NRL, speed gun and nest for cricket and a mechanical surfboard simulator all kept guests entertained throughout the evening.

TLA’s Event and Talent teams worked closely together to have the likes of AFL superstars Steve Johnston and Taylor Walker kicking goals at the Carlton Draught activation, Australian Captain Cameron Smith teaching Victorians how to pass an NRL ball and Australian Cricket player Aaron Finch hitting the stumps at over 100km per hour. All of this culminated in what one CUB customer said was “The best event CUB has done in 20 years.”

2013 World Heli Challenge

The World Heli Challenge is a big mountain free ride snowboard and Ski event held in New Zealand. This not for spectator event is based around the content it creates so the event was purely a content play for Carlton Dry and the goal was to integrate into the World Heli Challenge content in a natural and credible way so the brand can build the right foundation in which to continue this support for years to come.

TLA was engaged by Carlton Dry to create strategy, plan and execute all aspects of their leverage and activation the event. The scope of work included strategy development for credible integration, concept and design for the events hero piece the Carlton Dry Helicopter, design and execution of integrated in content branding, on-site logistical management of branded
infrastructure, branding of axillary events such as the film premier, awards showcase and after party.