That’s gold! Groupe SEB’s three year French film affair

By Martin Vedris

SYDNEY: Groupe SEB Australia, importer of French-made Tefal appliances, has announced it has started a three year relationship with the French Film Festival as the event’s gold sponsor and will support it with a promotion valued over $100,000.

“The French Film Festival is a very important event and there are a number of strong synergies between the Tefal brand and the festival audience,” said Groupe SEB managing director, Wivina Chaneliere.

“The festival will help to reinforce the quality and innovation of the Tefal brand across Australia and to support all of the ATL activity we are currently undertaking.

“It will further extend our communication strategy and more importantly draw closers links between Tefal as a premium quality French Brand.”

Groupe SEB will also undertake a large consumer promotion to support this sponsorship initiative.

Consumers who purchase a Tefal product between March 1 and May 16 will have a chance to win a number of prizes. The major prize is a return trip to France for two. Other prizes include kitchen makeovers and electrical and cookware prizes. The total prize pool is valued over $100,000.

“It is exciting for Tefal to offer our retail partners a strong promotion which links Tefal to its roots as a French brand,” said Chaneliere.

“This will also help to create an event in store during a traditional slow trading period.”

The French Film Festival is one of the largest film festivals in Australia. It has been in Australia for over 15 years and it continues a strong tradition of screening popular French films that cover genres including comedy, romance, drama, action and short documentaries.

The festival commences nationally on the March 5 and ends on the April 5, with over 350 screenings. According to a statement from Groupe SEB, the event attracts over 70,000 attendees every year and attendances are always growing. This year will feature a strong line up of artists featuring Juliette Binoche, Cecile de France, Catherine Deneuve, Sophi Marceaus, Christophe Lambert and Julie Depardieu.

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