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Carling launches ‘Brighton or Barbados’ promotion

Thursday April 2, 2015 at 2:47pm
Carling has launched a major new promotion, ‘Brighton or Barbados’, which offers 1,000 consumers the opportunity to spend their May Day Bank Holiday in either Brighton or Barbados. Consumers are being encouraged to enter the first-come, first-served promotion by booking a Bank Holiday getaway for two or four peoples at just £49 per person. The twist is that they won’t know until after they’ve booked whether they’re going to Brighton or Barbados. One out of every three bookings will be for Barbados. The holidays will be delivered by Expedia, the exclusive travel partner for the promotion. The promotion will be supported by an integrated campaign, which begins with out of home advertising in the run up to the premiere of the 30 second spot, launching tomorrow, Friday April 3. The TV creative will see the return of brand characters Dylan and Jon enjoying their bank holiday at a British seaside town; but events taking an unexpected turn. The TV advertising will also be supported by a digital, social and print media campaign. In the on-trade, promotional activity launches this week in outlets across the UK. Selected outlets will be offering Carling drinkers the chance to instantly win holiday vouchers worth up to £500 so they can make the most of their bank holiday. In the off-trade, an on-pack promotion will run exclusively with Sainsbury’s. Through unique codes in promotional packs of Carling, consumers can enter a free prize draw to win holiday vouchers. The promotion will be supported with in-store POS and targeted digital activity to Sainsbury’s shoppers. Jim Shearer, Carling Brand Director at Molson Coors, says: “In a busy world of 9-5, Carling understands that great British moments, like bank holidays, are really important. Carling’s ‘Brighton or Barbados’ promotion is all about doing something memorable with mates and escaping the usual bank holiday jobs like gardening or DIY.” The advertising campaign creative was created by Creature, and is being supported through below the line developed by LIFE. Zenith Optimedia will be handling media strategy and placement across the campaign.
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