MOLSON EXPANDS DV8 MUSIC FESTIVAL
By Adnews Staff
Montreal-based Molson Canada has added two cities to the Molson Canadian Rocks DV8 lineup. The festival, which will feature live music, Djs and sports competitions on real snow, will now stop in Ottawa and Saskatoon as well as Calgary. Maureen Cameron, spokesperson for Molson, said the expansion into Ottawa and Saskatoon was a result of the Calgary event exceeding Molson's expectations last year. The DV8 festival is being promoted with specially designed packaging, in-case material and television, print and radio advertising, all customized for each city. Molson Canadian cases of 18 and 24 cans in Calgary, cases of 24 bottles in Ottawa and cases of 12 bottles and 15 cans in Sastatoon will feature local event details and promote DV8 media partners. Some consumers will also find wristbands in random cases which will give the finders free access to the festival. Local advertising will also be used to support the event in each city. The Molson Canadian Rocks DV8 festival takes place July 29 and 30 in Calgary, September 9 and 10 in Ottawa and September 16 and 17 in Saskatoon. Packaging creative and supporting advertising was done by Encore Encore Strategic Marketing. Public relations for Molson are handled by Thornley Fallis Communications of Toronto.