MOLSON PROMOTES HYDROPLANE RACE
By Adnews Staff
Molson Breweries' Western Canadian division will sponsor the Unlimited Hydroplane race running in Kelowna, B.C. during the long weekend in August. The brewer is promoting its Molson Dry brand in its sponsorship and has launched a TV and radio campaign to promote the race and the related Molson contests. Point-of-purchase materials are also being used. The campaign was created by Brainstorm Creative of Vancouver. Customers who buy a 12-pack of Molson Dry will receive a Thunderpass, which entitles them to free Friday admission to the event and a chance to win a trip to Hawaii, VIP weekends for two to the event or an inflatable Thunderchair. The three-day boat race will see 30-foot-long hydroplanes racing at speeds of more than 200 miles an hour. The event is managed by Unlimited Event Management of Kelowna. Over 60,000 people are expected to attend the race.