MARKETING: NEWS

Anyone for tennis sponsorship?

Champagne lanson has announced its sponsorship of The Blackrock Masters Tennis Tournament.

Winners of this important event on the seniors’ tennis circuit will be presented with a magnum of Champagne Lanson.

Meanwhile, Kendall-Jackson will be continuing its sponsorship of the tournament, acting as both official wine and associate sponsor.

The Masters will also feature the launch of new labels for Collage, the Kendall-Jackson wine served in the public bars during the event.

In the corporate boxes and The Champions Club, Kendall-Jackson Vintner’s Reserve will be served.

Players such as John McEnroe, Boris Becker, Jim Courier and Pat Cash have all qualified for the event, which will be held at The Royal Albert Hall between 5 and 10 December.

DoH takes aim at binge drinking

The Department of Health and The Home Office have teamed up to produce a hard-hitting campaign aimed at tackling binge drinking among 18 to 24-year-olds.

The government’s £4 million Know Your Limits strategy targets young drinkers via TV, cinema, print, radio and online media.

Public health minister, Caroline Flint, explains, “We are not trying to demonise alcohol or stop people enjoying themselves. This is about encouraging young people to still have a good time but know their limits.”

The TV ad, which aired for the first time last month, depicts a young man showing off in front of a hen night. He falls from scaffolding and the advert ends with him sprawled on the floor. The Portman Group’s chief executive, David Poley, says, “Drinks companies have no wish to see their products misused by binge drinking young adults. We therefore warmly welcome this government initiative which complements the work already being carried out by the industry.”

The campaign is supported by a fact-filled website,
www. knowyourlimits.gov.uk.

A little luxury from the Loire

Touraine Blanc treated 100 women to an evening of luxury at The Sanctuary spa in London last month as part of a Loire Valley white wine campaign.

In addition to full use of the spa facilities, the “girls’ night in” included a tasting of six Touraine Blanc wines. The women were readers of Elle magazine who had responded to an advertorial in the September issue. Readers were offered an evening in the revamped, women-only spa in Covent Garden for £20.

The campaign also included a smaller-scale event in Edinburgh, which featured a similar offer in association with i-on magazine, for 35 women.

The campaign forms part of Touraine Blanc’s intention to be associated with a modern, chic lifestyle.

After the events, Pierre Pichot, export manager at InterLoire, reported, “The feedback following the Touraine Blanc spa event has exceeded our expectations. The female spa-goers loved the pampering concept as well as the wines.

“The aim of the activity has definitely been achieved, and there is every indication that we can expect some great word-of mouth recommendations as a result.”

Canary Wharf promo for Courvoisier

Courvoisier looks set for a Christmas boost as brand owner Beam Global Spirits & Wine prepares to launch a major promotional campaign. The multi-faceted Earn It strategy aims to raise the profile of the brand among target consumers: young, wealthy, aspirational City workers.

Canary Wharf, home of many of London’s top financial institutions, is central to the strategy. Throughout November high-profile advertising sites will feature the campaign along the Docklands Light Railway, while part of Canary Wharf station will be transformed into a “first class lounge”, complete with complementary shoe shine service.

Jeanette Edwards, UK  marketing manager for Courvoisier, says, “Courvoisier has successfully established itself as a luxury brand for a new and younger generation of Cognac consumers. The Canary Wharf activity will reinforce this message.”

The brand’s luxury credentials will be bolstered this month by sponsorship of the 100 Best Things in the World feature in GQ.

Other news

Grey Goose ran its first above-the-line advertising campaign in the UK last month. The advertorials, in magazines such as GQ and Esquire, featured “Icons of Taste” like chef Tom Aikens and designer Hassan Abdullah.

Dutch lager Bavaria made its first television appearance last month, comprising four 15-second sketches with a Real Man theme. It was part of its sponsorship of Sky Movies’ Tough at Ten season.

VB, as official beer of The 2006/2007 Ashes cricket tournament, has expanded last year’s award-winning Boonanza campaign in Australia which featured a talking figurine of cricketer David Boon. This year the campaign includes the UK, and sees the addition of an Ian Botham figurine. Linked by infrared, the two figurines are able to talk to each other.

Brothers Cider has launched a print marketing campaign using the strapline ‘Time For a Different Cider Harvest’, highlighting the fact that it is made from pears. Initially aimed at the trade, the campaign will eventually be used to target consumers.

Following the success of The Famous Grouse’s Christmas advertising last year, a £1.5 million television campaign has been planned for this year. It features three different executions, one of which focuses on the brand’s 10-year-old malt.

Bombay Sapphire gin made its UK big screen debut last month in an advert featuring an elephant. The campaign will be run in art house cinemas throughout the UK.

© db November 2006