By Patrick Avenell
TCL Electronics Australia will be supporting the Melbourne Cup, and the horseracing industry in general, for the fourth consecutive year this Tuesday.
The whitegoods and LCD TV manufacturer, which is sold through stores including Bing Lee, Retravision and Harvey Norman, is the official supplier of LCD panels for the 2008 Melbourne Cup Carnival. This sponsorship agreement involves advertising the brand to consumers through billboards at the barriers, mounting yard and winning post. Considering how popular this race is in Australia, and around the world, it could be approximated that around 30 million people will be exposed to the branding as the race stops the nation.
In addition to being the LCD supplier, TCL Electronics is also the naming rights sponsor to a race on Melbourne Oaks Day, which is held on Thursday of the carnival. The TCL Electronics Plate will be run that day, although the race number and identity of the winning horse is not currently known.
Talking about this agreement is TCL Electronics general manager Paul Widdis.
“TCL look forward to strengthening the relationship we have created with the VRC and the Melbourne Cup Carnival,” said Widdis. “We are proud to be involved in such a prestigious international sporting event.”
Although an emerging brand in the consumer electronics space, TCL has some significant brand exposure, especially in Victoria. In addition to its involvement with the Melbourne Cup, TCL has also sponsored the Australian Open tennis tournament, the Gold Coast Indy 300 and the Masters golf tournament.
“Sport is the key, it is a great tool for bringing people together and socially bridging the gap.” said Mr Widdis.
“The central driver of our brand strategy is to create an extended experience for customers and to add value to the brand.
“An event experience such as The Melbourne Cup Carnival can provide a customer with a unique opportunity to develop a link to our brand while also providing a way to interact with our key customers and showcases our product at the same time.”