John Smith's is looking to promote its association with horse racing in its latest campaign, which offers the public the chance to ‘buy one ticket and get one free’ at 28 jump and flat racecourses across the UK.
The on-trade initiative was created by marketing agency Space, who also came up with the ‘Smooth Favourite’ creative theme.
Rebecca Haigh, senior brand manager at John Smith’s, at Heineken said: “‘Smooth Favourite’ will build on our hugely popular ‘Smooth as Silks’ campaign from last summer. The new promotion will bring fresh impetus and grow brand saliency for John Smith’s, reaching primary target consumers across the UK this year by driving engagement between racing and local pubs.”
The kits allow landlords to take ownership of the BOGOF offer and invite and reward regular customers with a group day out at the races.
Customers can choose from any of the 237 race days at participating racecourses across the country. The campaign is also featured on the John Smith’s website where tickets are advertised with instructions for all consumers to purchase.
Mat O’Brien, creative director at Space, added: “Watching the horse racing is a hugely social occasion, where we know drinkers like to share over a pint of John Smith’s Extra Smooth– or as we’re calling it – the ‘Smooth Favourite’. The unique ticket offer continues to work well for John Smith's, offering both consumers and licensees the opportunity to go to the races at an affordable cost whilst strengthening John Smith’s ties with horse racing.
“The creative execution was designed to put the John Smith's drinker at the heart of the racing occasion. Using a traditional bookies board and chalk iconography we wanted to create a classic racing vista with John Smith’s as the front-runner and also directly communicate the promotion.”
Kits include posters, fixture lists and sign-up forms, brought to life with green chalkboards featuring a selection of calls to action.