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John Smith's Public Relations Sport

John Smith's backs horse racing with 'Smooth as Silks' on-trade campaign with Space


By Gillian West | Social media manager

July 5, 2013 | 2 min read

John Smith’s has turned to integrated marketing agency Space to enhance its long-running association with horse racing through its ‘Smooth as Silks’ campaign.

The on-trade initiative designed to give drinkers a chance to ‘buy one and get one free’ at jump and flat racecourses across the UK aims to bring together racing and John Smith’s Extra Smooth in over 2,000 pubs and bars nationwide.

Campaign kits from Space will hit on-trade outlet this month, supporting the horseracing promotion until the end of the year. The kits include posters, fixture lists and sign-up forms all brought to life with jockey silk graphics. Space has designed the kits to allow landlords to take ownership of the offer, allowing them to invite and reward regular customers with a group day out at the races. The permanent POS items, including a plague that plays on the royal coat of arms and ‘silks’ design tap handle covers’, will ‘dress’ the pubs for longer-term associations with John Smith’s as ‘horse racing’s home’.

Space group account director, Sean Kelly, commented: “We know that John Smith’s drinkers like to get together in their local pub to watch, talk about and share racing tips over their favourite, a ‘pint of smooth’ John Smith’s. This, added to John Smith’s unique racing ticket offer, gives us the ideal platform for our ‘Smooth as Silks’ work which we think will really resonate with licensees and drinkers. There really isn’t anything smoother in racing than jockey silks - apart from a pint of silky smooth John Smith’s of course.”

The campaign will also features on the John Smith’s website where tickers for the 280 races at 41 participating racecourse will be advertised along with instructions to purchase.

John Smith's Public Relations Sport

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Space is an independent creative company for brands ambitious to go beyond convention.

We help challenge the accepted category and communications thinking that can limit growth and efficiency.

We do this through unlearning techniques that uncover the difference in a brand, and original ways to express it.

Unconstrained by conventional channel-led thinking, we find the right creative and communications solution whether advertising, branded content, social media, influencer, PR, brand experience or shopper, and we're able to join some or all of these together.

We believe this leads to more imaginative thinking, a more seamless experience of a brand, and helps a business to be more streamlined and better equipped to meet the marketing challenges of today.

Our 40-strong, London-based team is currently helping ambitious brands such as Glenfiddich, Monkey Shoulder, Hendrick’s, Haagen-Dazs, Nature Valley, Wimbledon, Polestar, Tropicana, Walker’s and Birra Moretti become more relevant, more distinctive and more memorable to more people; both domestically and internationally.

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