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UK. Corona Extra’s ?5m Ibiza trip campaign

Corona Extra has begun a ?5m campaign to bring ‘a taste of Ibiza Spirit’ to UK pubs.

230x170The Corona Island campaign, which will run until July, is the biggest to date for the brand and is set to drive sales of the beer in 5,000 pubs and bars by offering a bucket of five Corona Extra bottles to consumers for a chance to win one of 15 sets of four tickets to Ibiza.

Barstaff in participating on-trade outlets will also have the chance to win a trip for themselves and three friends if they perform the UK’s ‘Fastest Corona Extra Sale’, helping to drive product recommendation and sales in outlets.

“Reaching 20.6 million consumers, we are confident that we have created an exciting campaign with an incredible prize up for grabs, which we know will really resonate with all of our Corona drinkers,” said Corona Extra’s senior brand manager Darius Barrows.

“We’ve invested more than ever in the brand with strong promotions in the on and off-trade to increase footfall, rate of sale and, ultimately, profit for our customers. We hope Corona fans will enjoy the ‘taste of Ibiza spirit’ that we’re bringing to the UK this summer and we invite them to step onto ‘Corona Island’.”

The campaign will be supported by print and outdoor activity, which will focus on the core idea that, “for the full enjoyment of Corona, it’s the attitude that matters, not the location”.

17 Jun. 2011

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