Original Source Sponsors Mountain Mayhem

The PZ Cussons brand Original Source has been involved with sponsoring extreme sports for a few years now, which is proving very successful. Original Source sponsored the Mountain Mayhem event for the second year running, when I became part of the project. The difference this particular year was that they were the headline sponsor.

My team & I pitched for the online work surrounding this sponsorship. However, knowing the brand as we do, we opened out the brief to Original Sources entire sponsorship calendar and attacked the brief as a extensible, versatile platform which can speak as an enthusiast, to an enthusiast and aim for long-term consumer recognition of the validity of the sponsorship. Basically to make people really believe the truth that Original source are really passionate fans of the sports they are involved with.

We pitched an online periodical-style magazine, which has the editorial feel of the quarterlies and the ethos of quality throughout. No hard sell. Just great content delivered enthusiastically by the brand.

This platform, attack and ethos would then be extensible to the other activities and sports and the marketing and link strategy would be that the magazines would be discreet in terms of marketing but contained in an umbrella brand-related URL.