Willie Smith's Tasmanian Marketing Team has been honoured as a finalist in the prestigious Australian Marketing Institute (AMI) Awards for Marketing Excellence. The team's outstanding work on the 'Watch it With Willies' campaign in the Sponsorship Effectiveness category has garnered national recognition.

The finalists in the AMI Awards for Marketing Excellence have been announced with a surprise dark horse in Tasmanian Cider producer Willie Smith’s.

The cider brand has been recognised in the Sponsorship Effectiveness category for the insightful and strategic marketing work to leverage their partnership with the Tasmania JackJumpers NBL team. The campaign titled ‘Watch it with Willies’ targeted behaviour change during the consideration and intention stages of the consumer journey.

Pat Garnham, Senior Marketing Manager of Willie Smith's Tasmanian, expressed his delight at the recognition, stating, "The AMI awards are the peak of achievement in Australian marketing, and to be recognised as a finalist alongside organisations such as Blackmores, NAB, the Big Bash, and Bacardi Martini Australia is an absolute honour.”

“We saw the potential to leverage the partnership with the Tasmanian JackJumpers to change the perception of cider and provide compelling reasons for devoted JJs fans to engage with the brand, and I'm thrilled that our hard work has been acknowledged."

Among the finalists in the same category are Aqium Hand Sanitiser’s collaboration with the AFL, and Great Southern Bank’s sponsorship activation with Carlton Football Club.

The winners of the AMI Awards for Marketing Excellence will be announced during the Celebration Event occurring in Sydney on 12 October 2023.