John Smith’s, the UK’s number one ale from Heineken UK, is set to distribute Grand National sweepstake kits to over 7,500 pubs and clubs across the UK.
The campaign, which will roll out in late March, will drive awareness of their position as official Grand National sponsors, engagement with drinkers and sales of the brand.
The sweepstake kits, created by integrated marketing agency, Space, are part of a strategy to leverage and communicate the John Smith’s sponsorship of the Grand National, which is running at Aintree on April 10, 2010, to their drinkers.
Two kits will be distributed to pubs. Half the pubs will receive kits which will comprise of John Smith’s branded promotional Grand National sweepstake material, such as posters and number strips, enabling them to run sweepstakes for their punters on the big race.
The other half will receive kits which will contain all the sweepstake promotional material, as well as 100 William Hill bet vouchers which will be given out with every pint of John Smith’s purchased.
The vouchers can be redeemed at William Hill bookmakers throughout the UK. ‘Smithy the Horse’, the face of John Smith’s racing, will feature prominently across all of the campaign creative.
‘Smithy, the People’s Racehorse’ campaign, which ran earlier this year in the on-trade, allowed John Smith’s drinkers to have a ‘No Nonsense Share’ in a real racehorse.
Gareth Turner, Senior Brand Manager – John Smith’s, said, “The work carried out in the on-trade with these sweepstake kits and the promotion with William Hill will help us to leverage and add value to our sponsorship of the Grand National for consumers. It will encourage drinkers to interact with our brand in the build up to the big race itself.
"Also, this activity will provide the perfect opportunity to drive increased sales of John Smith’s throughout this period.”