St Austell Brewery has joined with singers Fisherman’s Friends in a promotion for the Tribute Ale brand.
The ‘Tribute Act’ promotion encourages people to record their own unique version of the popular Cornish song ‘Little Eyes’ and upload it to the Tribute Website where the Port Isaac’s Fisherman’s Friends will judge the entries.
As well as the prize of the singing group performing in the winner’s local pub, there will also be spot prizes for the most inspiring entries.
A national media relations campaign was launched in late June, as well as on social media sites such as Facebook and YouTube, in-pub posters, tent cards and beer mats to encourage any budding ‘Tribute Acts’ to grab the microphone and have a go. The PR is being run by Bray Leino.
Jeremy Mitchell, marketing director of St Austell Brewery, said: “As an authentic Cornish brand ourselves, working with Port Isaac’s Fisherman’s Friends was a natural fit, especially as the group were already genuine Tribute Ale drinkers! Through the Tribute Act promotion we hope to increase our on-trade sales and encourage any would-be ale drinkers to give Tribute a try.”
The Tribute Act promotion is part of a year long partnership between St Austell Brewery and Port Isaac’s Fisherman’s Friends with a series of on-trade and in-store promotions and events scheduled throughout 2011.