WEIR TEES OFF IN EXPORT "A" SKINS GAME AD CAMPAIGN
By Adnews Staff
A new national campaign for the Export "A" Skins Game features Canadian golf pro and defending champion Mike Weir. The bilingual campaign includes television, outdoor and print advertising, as well as a number of consumer promotions. The 30-second TV spot which launched yesterday follows the national rollout of billboards earlier this month. Also, print ads are running in golf magazines, television listings and in Maclean's and l'Actualite. In addition, a "Match and Win" contest is being used to attract viewers to the broadcast. Over four million scratch cards have been distributed at golf courses and convenience stores as well as in Score magazine and TV Guide. Consumers must match the name of a player with the number of skins and the dollar value of the skins to win. "Closest-to-the Pin" is another contest running at over 200 public golf courses across Canada. Each week the contest moves to a different course. The golfer playing there that day who hits his or her ball closest to the pin on a designated hole wins a prize package. Additional activities include a cross-promotion with Bud Light and a tie-in with sponsor MAXFLI. Advertising for the Export "A" Skins Game is done by Axmith McIntyre Wicht. Promotions are handled by Vectra Marketing Group. Public relations are in the hands of Goodman Communications and event management is run jointly by Goodman and International Management Group. The eighth annual Skins Game takes place August 6 to 8 at Predator Ridge Gold Resort in Vernon, BC.