The announcement: This weekend saw the launch of the FIAT Australia sponsorship of Gold Coast SUNS during the round one match at Metricon Stadium on Saturday night against Richmond Tigers.Mark McCraith, Director of Marketing at Fiat Chrysler said “One of the reasons sponsorship of the Gold Coast SUNS was attractive to Fiat is because of the GC SUNS desire to innovate within the AFL landscape. The Fiat Piazza is one such example – it speaks directly to the Italian heritage of the Fiat brand while also adding to the GC SUNS match day experience, an experience that is now unique in the AFL.”Dig&Fish created a bespoke Italian Piazza, complete with cafe style seating, table service with woodfired pizza and garlic bread and planter boxes full of fresh herbs all under a blazing FIAT backlit awning. The Piazza is now a permanent feature at Metricon Stadium and will be open for all 11 home games this AFL season.Dig&Fish Creative Director Glen Ryan said “we wanted to do something that inextricably linked FIAT with the GC SUNS and Metricon Stadium. The Piazza allows 34 GC SUNS fans to experience live football whilst being immersed in the brand experience that is FIAT by purchasing group tickets from Ticketmaster. The Piazza and surrounding activations are indicative of the Dig&Fish ethos to break new ground with how brands connect and engage with their audience.”During the Round 1 match there was a surprise performance of aria Nessun Dorma performed by a trio of internationally acclaimed opera singers over the stadium PA and bringing all eyes onto The Piazza, and the newest recruit to the GC SUNS, FIAT Australia.In addition to The Piazza, FIAT operates a pop-up retail unit designed by Dig&Fish which provides a dealership experience with up to three models in the FIAT range on display. Fans can also enter an i-Pad based consumer promotion to win an exclusive lunch with the GC SUNS at Metricon Stadium.“FIAT talks the language of love and for a cheeky twist we also instigated the FIAT Kiss Cam on the club’s game day TV program, which pans the audience encouraging a little bit of Italian passion if the camera lands on you. Let’s just say the audience responded enthusiastically!” said Ryan.GC SUNS Chief Operating Officer, Andrew Travis said the activations demonstrated the unique opportunity the Gold Coast SUNS and their partners have at Metricon Stadium. “As a club and stadium we are always looking at new initiatives to complement our partners match day activations, whilst improving the game day experience of our customers. When we announced our partnership with FIAT late in 2013 we highlighted that both organisations shared similar values, and the activations on show on the weekend clearly demonstrate that, as well as highlighting what we can achieve with our partners by working together.”Dig&Fish has worked with FIAT Chrysler since 2012 on sponsorship activations for Jeep Portsea Polo, Richmond Football Club, St George Illawarra Dragons, development of multiple pop-up retail units operating nationally and also designed and built the Jeep hospitality suite for the 2014 Formula One Rolex Grand Prix.
Read more at mumbrella.com »