As the first Australian series of popular tv program The Amazing Race goes to air tonight on the Seven Network, sponsor Gloria Jean’s Coffees announces its biggest marketing initiative.

The campaign is designed to boost brand awareness, build customer loyalty and drive sales.

Gareth Pike, Gloria Jean’s Coffees general manager said “It’s undoubtedly the most ambitious initiative the brand has ever rolled out and is designed to generate a significant brand reappraisal as well as targeting a new guest demographic.”

The multilayered $3 m campaign makes use of tv and magazine advertising, social media, product placement and in-store sales promotions.

A consumer promotion will roll out in all coffee houses nationally with a total prize value of $630,000, including luxury holidays to Hawaii and thousands of instant wins.

Each of the 458 coffee outlets will be provided with a comprehensive campaign tool kit, signage and point of sale, as well as competition prizes such as a Sunbeam Cafe Series Espresso Machine and Burr Grinder.