UK: Corona looks to draw students to the arts
Corona Extra has launched a promotional campaign aimed at students and the theatre in the UK.
The Mexican beer brand will offer students in London tickets for special performances of Happy Days and The Man of Mode at the National Theatre for just GBP5 (US$9.87). Tickets are usually priced at GBP25.
Students will also be able to claim a free bottle of Corona Extra before performances at the theatre.
"The brand has always enjoyed strong links to the music and art world and so this promotion is a natural progression from that and should help with the positioning of the brand," said Angel Garcia Gomez, head of Corona Extra in the UK, today (22 January).
Nigel McNally, managing director at Wells and Young's, the company which markets, sells and distributes Corona in the UK, added: "This promotional activity is in keeping with the brand's image and is an interesting way of attracting students to the National Theatre."
Around 1,000 posters will be displayed in 30 of the city's universities and colleges along with 6,000 promotional emails.
Sectors: Beer & cider
- Comment - Diageo Spins the Guinness Wheel... Again
- Diageo's Labels Give Industry Something to Digest
- Comment - 'Craft' and the Danger of 'Romance Copy'
- Who should Stock Spirits Acquire?
- Is A-B InBev/SABMiller 'Mega-Merger' Off?
- Diageo lines up UK innovations push
- Craft is an 'abused' term - Pernod Ricard exec
- Pernod Ricard queries nutritional label use
- SPI Group 'disappointed' over Stolichnaya ruling
- Diageo's Guinness Golden Ale
- Global rum insights - market forecasts, product innovation and consumer trends research
- Global non-Scotch whiskies insights - market forecasts, product innovation and consumer trends research
- Champagne: Less Than Bubbly
- Beer Market Insights Africa 2014
- ALDI 2015: Radically transforming Anglo Saxon grocery markets