Sponsorship of the Australian premiere of The Great Gatsby

On Wednesday 22nd May, Sydney played host to the Australian premiere of The Great Gatsby film. The large-scale event, attended by cast and crew as well as Australian media and celebrities, was partly sponsored by Tiffany and Co. 

The approach to create a media wall for the celebrities to stand in front of while walking the red carpet was effective, as it had the Tiffany and Co logo in front of the consumers face repeatedly. The innovative style of having the media wall the colour of the famous Tiffany and Co box recognized the brand and associated it with the glitz, glamour and fashion of the film. 

In my eyes, Tiffany and Co should have taken the sponsorship one step further and dressed the celebrities in the jewellery or had models on the red carpet wearing the jewels. It would have made the experience slightly more interactive for media and attendees. However, it was successful because the images of the celebrities in front of the media wall were published in magazines and papers the next day.

Cast and Crew of The Great Gatsby in front of the Tiffany Blue media Wall 

(All images courtesy of News.com.au)

References: 

Harris, A. 2013. The Great Gatsby has a star-studded premiere in Sydney, Australia. 

Available: http://www.news.com.au/entertainment/movies/the-great-gatsby-premieres-in-sydney-australia/story-e6frfmvr-1226648442000 (accessed 26 June 2013)