Grey Goose × Australian Open
Every drinks brand wants a piece of the Australian Open. We started with a different question. The Grey Goose Hotel Tennis Club: 408M+ reach, 1,145 pieces of coverage from five days.
Grey Goose × Australian Open
Every drinks brand wants a piece of the Australian Open. We started with a different question. The Grey Goose Hotel Tennis Club: 408M+ reach, 1,145 pieces of coverage from five days.
Every drinks brand wants a piece of the Australian Open. We started with a different question: what does showing up well actually look like?
Most spirits partnerships at major sporting events end the same way: a branded bar, a logo on a fence, a product placement that earns brief acknowledgement and no real conversation. Grey Goose was already the tournament’s premium vodka partner. The challenge was making sure that relationship translated into something the audience actually valued, not just noticed.
The answer was the Grey Goose Hotel Tennis Club, a five-day pop-up that moved the brand off the court and into Melbourne’s cultural fabric. Courtside Bar at Rod Laver Arena. A Ralph Lauren dressing suite. Programming curated around the social rituals that surround major tournaments rather than the sport itself. The real flex, as the coverage reflected, was showing up fully present. Not loud. Not try-hard. Just there, confidently.
408M+ earned reach. 1,145 pieces of coverage. From a five-day pop-up. The kind of return that makes the case, definitively, for earning presence over buying it.
Every drinks brand wants a piece of the Australian Open. We started with a different question: what does showing up well actually look like?
Most spirits partnerships at major sporting events end the same way: a branded bar, a logo on a fence, a product placement that earns brief acknowledgement and no real conversation. Grey Goose was already the tournament’s premium vodka partner. The challenge was making sure that relationship translated into something the audience actually valued, not just noticed.
The answer was the Grey Goose Hotel Tennis Club, a five-day pop-up that moved the brand off the court and into Melbourne’s cultural fabric. Courtside Bar at Rod Laver Arena. A Ralph Lauren dressing suite. Programming curated around the social rituals that surround major tournaments rather than the sport itself. The real flex, as the coverage reflected, was showing up fully present. Not loud. Not try-hard. Just there, confidently.
408M+ earned reach. 1,145 pieces of coverage. From a five-day pop-up. The kind of return that makes the case, definitively, for earning presence over buying it.
