The marketing team believed a celebrity endorsement strategy would be appropriate to achieve the desired results. So TPTL flew Rory Flynn – daughter of Tasmania’s most famous son, Errol Flynn – to Tasmania to shoot four television commercials about the importance of writing an accurate Will with a trusted company. These commercials, leveraged off Rory’s own story and the messy circumstances surrounding Errol Flynn’s estate after his death.

TPTL also supported the celebration of his birth by becoming the major sponsor of the June 2009 Errol Flynn Centenary Celebration (EFCC) in Hobart. It was to be one of the most successful events held in Tasmania in 2009, achieving over $500,000 of National media editorial coverage.

From TPTL’s perspective, and perhaps in keeping with the larger-than-life persona of the man himself, the increase in new Wills written has wildly exceeded expectations. TPTL’s Make a Will campaign illustrates perfectly the true power of a fully integrated approach.

Here was a single-minded message delivered in an engaging way through television, endorsement, events, through-the-line print, point-of-sale, web and social media. at+m was proud to be part of this highly effective campaign.

The campaign received official recognition and accolades when it went on to win the ‘Award for Excellence in Sponsorship’ at the 2009 Australian Marketing Institute (AMI) Awards.

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