MOLSON SUPPORTS TWO RACES UNDER ONE PROMOTION
By Adnews Staff
Toronto-based Molson Breweries is promoting the Molson Thunderfest and Molson Indy in its latest campaign. Thunderfest is a hydroplane race being held in Kelowna, B.C. from July 31 to Aug. 2. The Molson Indy is an Indy car race being held in Vancouver from Sept. 4 to 6. To support the events, Molson has put a "Thunder Pass" in each 18-pack case of Molson Canadian, Molson Canadian Ice and Molson Dry in British Columbia and Alberta. The Thunder Pass entitles the holder to free admission on the first day of Thunderfest and the first day of the Indy race. Cardholders can also enter a contest to win prime viewing of either race in the exclusive VIP areas. In addition, they will be able to meet the racing teams and drivers, enjoy a fully-catered barbecue and could win lounge patio furniture, hot tub and cold tub. The promotion is being supported using point-of-sale material, TV and radio promotions in B.C. and Alberta. The campaign was created by Generatorideaworks of Toronto. PR is being done by James Hoggan & Associates of Vancouver.