The UK arm of Carlsberg is set to launch a promotional push for its Tuborg lager brand in the country.
Carlsberg UK said late last week that ‘Urban Blitz’, which will cost the unit GBP2m (US$3m), will run from 26 April to 23 May across the UK on-trade ahead of the summer music festival season. Tuborg is the official beer of several music festivals this year, including Glastonbury, Reading and Hard Rock Calling.
The campaign will take place in nine major towns and cities, and will consist of outdoor advertising and experiential marketing. Money off vouchers will be offered, along with chances to win tickets to festivals and gigs this summer.
“For one month only each town and city will become Tuborg-central as advertising sites will become a call to action for music fans to go out to pubs and bars and enjoy a great, fun night out with Tuborg,” said Carlsberg UK’s director of customer marketing, David Scott.
Five Tuborg Tuk-Tuks will visit each of the nine towns/cities for one night only during the campaign, ferrying people between participating bars and pubs with drivers handing out GBP1 off vouchers to passengers (except in Edinburgh).
The nine towns and cities being visited by the Tuborg “Urban Blitz” are: Leeds, Bristol, Reading, Newcastle, Northampton, Nottingham, Edinburgh, Sheffield and Cardiff.
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