OLAND TOUTS ALEXANDER KEITH'S
By Adnews Staff
Oland Brewery of Halifax recently launched a promotion to support is Alexander Keith's India Pale Ale brand of beer. The promotion uses a booklet that is a guide to music events throughout Nova Scotia and Prince Edward Island this summer. All specially marked cases of Keith's Pale Ale contain a stamp which validates the coupon offer within the guide. Consumers may also find instant-win certificates in-case with prizes such as cellular phones and T-shirts available to be won. The booklet can be picked up at Nova Scotia and P.E.I liquor stores, participating retailers and tourism kiosks, as well as at participating restaurants and bars. The guide uses sponsors, giving the bearer discounts on goods from participating partners including Music World, Roots, MT&T Mobility and Chart Magazine. Zeppelin Communications and Design Ltd. of Toronto created the booklet. The agency also handled point-of-purchase materials for the promotion and radio tie-ins. Local radio stations are holding phone-in contests. Listeners have a chance to win CDs, leather jackets, magazine subscriptions, VIP event passes to Halifax On Music and merchandise from Alexander Keith's. The promotion began July 1 and will run until the end of August.