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UK: Hardys at the heart of the action

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In a bid to drive summer sales Hardys Australian wine has planned a £100,000 radio, bus and black cab advertising campaign in the UK beginning 21 May 2001.

Throughout the five-week campaign double decker buses will be branded Hardys and black taxis will be branded 'Hardys. Makes a Great Impression', featuring the Hardys Cabernet Shiraz Merlot bottle. Branded flip down seats and bottle-shaped receipts in taxis will also target consumers with a promotion to win a year's supply of Hardys wine.

Radio station, Heart FM will be running a Hardys sponsored 'Whose Wine Is It Anyway?' competition on the breakfast show and listeners will have the opportunity to win a £1,000 worth of wine each day by identifying famous Australians.

"The first phase of advertising is a highly visible campaign for Hardys in a region which has the greatest concentration of wine drinkers in the UK. People will wake up to the Hardys brand on Heart FM and continue to see it throughout the day on buses and taxis," said Bryonie Grieveson, marketing manager for BRL Hardy Europe.

"Hardys advertising together with PR support and wine sponsorship of the PGA European Seniors Tour, will increase awareness within our target market and reinforce Hardys position as number one off trade wine brand in the UK," she added.


Companies: Pernod Ricard

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