Molson Coors-owned brand Carling has teamed with Expedia for a bank holiday campaign that will offer consumers the chance to spend their bank holiday in Brighton or Barbados.
The campaign will encourage consumers in the UK to enter a first come, first served promotion to book a two or four person bank holiday getaway for £49 per person.
However, they won’t know until after they’ve booked whether they’re off to Brighton or Barbados; one in three holidays will be in Barbados.
The promotion will be supported by an integrated campaign, which kicks off with out-of-home advertising in the run up to the launch of a 30-second TV spot on Friday 3 April.
TV advertising will also be supported by a digital, social and print media campaign.
Jim Shearer, Carling brand director at Molson Coors, said: “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.”
On-trade promotional activity launches this week in outlets across the UK when selected outlets will offer Carling drinkers the chance to instantly win holiday vouchers worth up to £500.
Meanwhile Sainsbury's will run on-pack promotion where 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.
The ad campaign creative was created by Creature, and is being supported through below-the-line activity developed by Life. Zenith Optimedia handled media strategy and placement.