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Carling launches ‘Brighton or Barbados’ promotion

1,000 consumers to celebrate their May bank holiday in style.

Carling is launching a major new promotion, ‘Brighton or Barbados’, which will offer 1,000 consumers the opportunity to spend their May Day bank holiday in either Brighton or Barbados.

The campaign will encourage consumers in the UK to make the most of their extended weekend, by entering the first come, first served promotion to book a two or four person bank holiday getaway for 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 (1 in 3 holidays will be in Barbados). The holidays will be delivered by Expedia, the exclusive travel partner for the promotion, who has developed an online hub where travellers can explore the promotion, book their holiday to ‘Brighton or Barbados’ and find out which destination they will be visiting.

The promotion will be supported by an integrated campaign, which will begin with out of home advertising in the run up to the premiere of the 30 second spot, launching on Friday 3rd April. The TV creative will see the return of 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 that will drive traffic to the online hub.

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.”

Noah Tratt, Global Senior Vice President, Expedia Media Solutions, says: “This innovative campaign is such a fun way to engage Carling fans and aligns with Expedia’s vast and unique travel audience. We are excited to promote ‘Brighton or Barbados’ across our network of leading travel brands and this creative partnership will empower fans to elevate their holiday.”

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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