Golf trips are the hot ticket for alcohol beverage marketers this spring.
Beck’s last week kicked off its Play a Round in Las Vegas promotion, which asks consumers to enter a national write-in contest asking, “What do you do when Life Beckons?”
One winner in each of Beck’s four U.S. sales regions will receive a trip for two to the Flamingo Resort in Las Vegas, as well as an invitation to compete in the Beck’s Cup for cash and prizes. The promotion is backed by point-of-sale-materials such as static clings and table tents, as well as bar kits featuring a wiffle ball golf game. Stamford, CT-based Beck’s is also supporting the effort with a $1.5 million radio buy.
Elsewhere, Scotch whiskey brand The Famous Grouse is stepping up its promotional efforts with the $300,00-budgeted Shoot for Birdie sweepstakes, giving away two grand prize trips to the golfing Mecca of St. Andrews Scotland.
The trip also includes a round of golf with a former European PGA golf champion and current CBS golf analyst. Entry forms will be available in a Golf Ball On-Pack with 750ml bottles of The Famous Grouse Finest Scotch Whiskey from April 1 through July 31. TSE Sports & Entertainment, New York City, handles.
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