Australian hotel group, Peppers Retreats, Resorts & Hotels, has formed a promotional partnership with the television programme, MasterChef.
The partnership is the biggest undertaken in the history of the Peppers brand, and is intended to expose the company’s 24 properties to an audience around Australia.
“On average, around 1.9 million people watched last year’s series of MasterChef and the 2010 finale attracted more than four million viewers, making it the highest rating non-sporting event ever recorded since OzTAM began reporting ratings,” said Peppers’ Executive General Manager, Tomas Johnsson.
The Peppers partnership with MasterChef Australia will have several components, including a nationwide on-air advertising campaign, a ‘Reward Lunch’ filmed at a Peppers property and featuring a private Masterclass with Peppers chefs, and a consumer promotion which will be integrated into the TV show. There will also be online promotions.
Mr Johnsson said the partnership is intended to showcase Peppers’ food and beverage.
“Through this partnership, we will introduce our guests to the wonder of local food trails and showcase the magnificence of regional Australia,” said Johnsson.