Mastermind takes off with Emirates

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Emirates has signed up as broadcast partner for TV’s brainiest quiz show Mastermind when it returns to TV ONE at 7.45pm this Sunday (1 May) with newsreader Peter Williams putting local contenders to the test with tough  questions.

The new Mastermind game has been produced by Blacksand and Rush Digital and will be available for free download from the Apple App and Google Play stores from Sunday 1 May. The Emirates Extra section gives users a chance to win flights for two to Australia each week by answering a bonus question. Players can submit their final score to a national leaderboard and share their results on social media.

Blacksand’s marketing campaign puts a contemporary spin on the long running quiz. Video promos single out contenders and offer a glimpse into their surprising personal passions, such as the Reiki-practising schoolteacher’s Arnold Schwarzenegger obsession and a Wellington sport fanatic’s love of the Princess Bride.

Emirates NZ regional manager Chris Lethbridge says the Mastermind partnership aligns well to Emirates brand values. “Innovation, customer engagement and high quality production values match well with our product offering,” he said. “We’re excited to partner with TVNZ, bringing Kiwis a modern twist on this classic format. The opportunity to integrate gameplay via a fun and engaging digital platform adds to the experience for viewers – not to mention the fantastic Emirates Trans-Tasman flight prizes.”

For the first time, the new series will add a New Zealand knowledge round to the challenge.

Mastermind is a TV institution, and we’re thrilled to be reviving the series for TV ONE,” said TVNZ general manager of commissioning, production and acquisitions Andrew Shaw.

“Peter Williams is the perfect fit as the host for such an iconic show. After its 20 year hiatus, it’ll be exciting to see a new generation of New Zealand contenders come through and we look forward to crowning the next Kiwi Mastermind.”

Emirates are partnering with TVNZ to bring viewers an engaging multi-channel Mastermind experience, says TVNZ GM of content solutions Lyndsey Francis.

“In Emirates we have a like-minded partner that wants to bring viewers closer to the show. We’ve loved working collaboratively with Emirates to highly customise the partnership.

“Watching Mastermind brings out the contender in us all. Our interactive game taps into that feeling with a fun show tie-in that takes the big primetime TV appeal of Mastermind and turns it into a personal experience that can be shared online with friends and followers.”

BBC Worldwide Australia & New Zealand (ANZ) has licensed the Mastermind format to TVNZ. The local series is being produced by Warner Brothers International Television Production New Zealand and is funded by NZ On Air.


TVNZ Blacksand

Executive Creative Director: Jens Hertzum
Creative Strategist: Ben Fisher
Campaign Manager/Producer: Vicki Keogh
Creative Director and Director: Sarah Kahi
Creative producer: Gina Kindred
TV ONE Creative Director: Edmund James
Digital Production & Publishing Manager: Samantha Taylor
Digital Producer: Hamish Russell
Senior Digital Designer: Laylu Yeoh

TVNZ Marketing

GM Marketing: Sarah Finnie
Media Strategist: Paula Adams
Group Marketing Manager: Tim Aitken
Marketing Manager: Jade Rook

TVNZ Content Solutions

GM Content Solutions: Lyndsey Francis
Content Strategist: Claire Speedy
Integration Project Manager: Haley Booth

Agency Partners

Media Agency for TVNZ: Starcom
Media Agency for Emirates: Mr Smith
Creative Agency for Emirates: Federation

Mastermind NZ Game

Concept and design: Blacksand
Development and build: Rush Digital

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