LABATT AND ROGERS ANNOUNCE PROMOTION
By Adnews Staff
The summer promotion war between Labatt and Molson started a new round yesterday after Labatt Breweries Ontario of Toronto announced its latest "out of the blue" promotion. On hand with Labatt to make the announcement was Rogers Cantel Inc., Nokia and Motorola all of Toronto. The four companies have formed a new marketing relationship and yesterday launched a joint promotion initiative targeted to the 19-30 year old audience across Ontario. Beginning this week, consumers who purchase a case of 24 bottles of Labatt Blue can win a chance to own a Nokia digital phone or Motorola pager as well as access to Blueline, Roger Cantel's personal communications messaging service. Through Blueline, winners will receive invitations to the best parties in town as well as information about events taking place. The first party give away is for a chance to win tickets to one of four concerts by the Red Hot Chili Peppers. The promotion ends September 7, 1999. Supporting the new promotion is television advertising that began yesterday. Partnerships with radio stations in London, Toronto and Ottawa as well as Much Music will also find promotional spots on radio and the music channel. In-bar activities including a phone contest and a scratch and win card found in six packs of Labatt Blue are also part of the plan. Ammirati Puris Lintas of Toronto is handling the broadcast advertising, Echo Advertising of Toronto created all the printed material and Core Audience also of Toronto, is handling the in-bar activities.