22/09/2006 14:44

The hit Channel Seven reality series, which partners celebrities with professional dancers in a live, weekly ballroom dancing competition, was chosen by AAPT not only for its audience size and suitability but also for the sponsor integration and leverage opportunities it offers.

AAPT’s Head of Brand and Marketing Communications Julian Boram, said sponsorship of the program was an exciting venture that should deliver brand recognition and business outcome benefits over and above what could be delivered by a more typical TV advertising spend.

“The past series’ of Dancing with the Stars was a ratings success, and we’re expecting similar results for Series 5,” Boram said. “Importantly, a large proportion of the audience sits within our core target demographics.

“But we’re doing more than just a TV advertising sponsorship,” he said. “From AAPT’s point of view there is little use venturing into an advertising sponsorship unless it is accompanied by an integrated leverage program that incorporates a range of integrated marketing activities including - in this case - PR, promotions, online, staff integration and consumer events.”

AAPT’s advertising sponsorship of this series will be supported by an in-program voting promotion, a website promotion asking visitors to enter their ‘Tell It like It Is Moment of the Week’ and sponsorship of the Dancing with the Stars Yahoo! 7 website.

In addition, series contestant Fiona Falkiner – who was introduced to Australia via The Biggest Loser TV series – has been contracted by AAPT.

Boram said: “Fiona will help bring our sponsorship to life. She will be involved in a series of publicity activities over the next few months, all designed to reinforce and build the association between the show and AAPT.

“We also believe that Fiona has strong synergies with the AAPT brand, and we’ll be introducing her to our customers, potential customers and staff.

“Fiona is fun, she’s fresh and she’s vibrant and pretty much what you see is what you get, which makes her a great fit for our brand, and we can’t wait to get behind her all the way throughout the show,” he said.

Falkiner, said she was delighted with her new role.

“The past year has been one of the most exciting years of my life.   My whole life has changed, I am meeting new and amazing people every day, and I’m just very happy to be considered by AAPT to assist with their sponsorship of the show.

“At the moment, I’m training really hard and getting ready for a fun, if not busy and challenging time ahead.”

Fiona also considered AAPT’s “Tell It like It Is” catchcry as a perfect fit with her own values.

“It’s so important to “Tell It like It Is” and it’s something I always strive to do - growing up in country Victoria, what you say is what it is.

“Moving from the country to the city, you often find people will tell you what you want to hear, which can be pretty frustrating. Telling it like it is keeps everything up front, genuine and honest.”

The AAPT team will be getting behind Fiona with a number of publicity initiatives, a strong staff involvement program and a viral campaign to show their support for their No.1 contestant.

“I hope I can do well on the show but I am thinking I will need as much support as I can get. I’m not sure how kindly the judges will take to the fact that I am not as light on my feet as some!” Falkiner mused.

Series Five of Dancing with the Stars will begin on September 26.

About AAPT
AAPT provides a range of voice, mobile, data and Internet services to business, government, wholesale and residential customers throughout Australia, supported by an extensive national voice and data network. AAPT is part of the Telecom New Zealand Group. For more information on AAPT and Homechat® visit www.aapt.com.au.

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