LABATT PROMOTES BLUE BRAND IN SUMMER PROMOTION
By Adnews Staff
Toronto-based Labatt Breweries of Canada launched an Ontario summer promotion this week to get people partying with Labatt's Blue. The brewer has planned a number of events for the next five weeks such as The Blue Party Bus, in which a bus will travel to bars and restaurants to entice patrons to drop what they're doing and board the bus bound for a northern Ontario resort and an overnight party sponsored by Labatt. Other events include the Labatt Blue Barge Party on Lake Ontario, the $100,000 Blue Bar Bonanza, the Blue Urban Portage in Toronto and Ottawa, Blue Jays Blue Hair Day at the Skydome in Toronto and Blue Hot Air Balloons in the air over Toronto and Ottawa. TV, print and radio advertising support the promotion. It was created by Ammirati & Puris/Lintas of Toronto. There is also a new section on the Labatt Web site promoting the events The Web address is <http://www.labatt.com>. Other agencies involved in launching the promotion are: Your Show Productions, Echo Advertising, Marketing & Promotions Group, Lang & Associates, Cyberplex, Continental Communications and Harrison, Young, Pesonen & Newell, all of Toronto.