LABATT PROMOTING TORONTO TO THE BIG APPLE
By Adnews Staff
Labatt Breweries, The City of Toronto and Tourism Toronto are promoting T.O. to Labatt Blue drinkers in Western and Central New York. The promotion, which is running until the end of the summer, is distributing inserts in 300,000 cases of Labatt Blue being sold in the region. The insert encourages New Yorkers to "experience the best of Canada" with restaurant and tourist information, highlights of special events and Toronto Blue Jays Fun Packages. The promotion is being supported with point-of-sale materials. The inserts and p-o-s materials were created by Marketing & Promotions Group of Toronto. The inserts also feature information on winning "The Ultimate Sports Weekend" which includes tickets for two Jays games, tickets to a Buffalo Bills game and accommodations at the SkyDome Hotel. Labatt experienced record exports to the U.S. last year. According to the brewery, the exports are being fueled by a 20 per cent increase in sales last year for the brand. PR for Labatt is handled by Shandwick Canada Inc. of Toronto.