LABATT DRINKERS ANSWERING BLUELINE CALL
By Adnews Staff
Labatt Breweries of Toronto has launched its "Out of the Blue" Blueline phone and pager give-away promotion for a second year in a row. Labatt partnered with Rogers AT&T Wireless for the province-wide promotion that launched late July and is running until mid-September. The promotion will see five thousand "blueline" graphic Nokia digital PCS phones and 5,000 "blueline" graphic Motorola pagers be given away in cases of Labatt Blue. Scratch and win cards in six-packs of Labatt Blue offer beer drinkers a second chance to win. Consumers who find a phone or pager receive two month of paging or cell service, in addition to gaining access to "blueline" a personal communications messaging service throughout Ontario. "Blueline" winners, including those from last year with active accounts, receive "Out of the Blue" calls inviting them to concert events in Ottawa, London and Toronto as well as information about contests, promotions and Web casts. Supporting the "Blueline'" promotion is television and radio advertising from Ammirati Puris of Toronto and limited time re-designed packaging of Labatt Blue cases from Shikatani Lacroix Design of Toronto. In-bar promotions throughout Ontario will also see an additional 4,000 phones and pagers given away. Public relations for Labatt is handled by Shandwick International of Toronto.