building on its successful ‘Very Special Nights’ campaign – launched in 2012 – by unveiling details of a new neck collar promotion.The promotion offers two winners the chance to see an exclusive performance from international opera sensation Katherine Jenkins at Le Manoir Aux Quat’Saisons.
Martell is running the ‘Very Special Nights’ neck collar promotion nationwide on 130,000 bottles across the 35cl and 70cl Martell VS.
The promotion will be available across the whole off-trade from now until the 30th June 2014.
The main prize is a chance to spend a ‘Very Special Night’ at Le Manoir Aux Quat’Saisons with an exclusive performance from Katherine Jenkins and a dinner hosted by Raymond Blanc.
There are also a host of instant win prizes, including Raymond Blanc cookery books, Katherine Jenkins albums and Martell glassware.
In a new approach for the brand, the neck collar competition is being supported with a media campaign combining OOH and Mobile Marketing.
This will involve a six sheet OOH campaign running for two weeks from 24th March 2014 across selected sites in Tesco, Asda and Sainsbury’s.
The Mobile Marketing campaign will announce the promotion and drive consumers in store via targeted MMS.
The campaign will begin on the 28th March 2014 with bespoke messages sent to Martell’s core target audience; kicking off with an initial announcement text to the core audience of 45+ year olds, and then followed by a two-week geo-targeted campaign that sees MMS triggered by target consumers entering within half a mile of key retailer sites.
Vicky Wood, Head of Marketing for Pernod Ricard UK, said:
“Following the success of our ‘Very Special Night’ activation in previous years, we wanted to extend the activation further this year with an off-trade promotion that enables our trade partners to continue to benefit from this unique campaign.
“The neck-collar promotion offers a fantastic prize, which we are confident will capture the imagination of our core Martell consumer, achieve on-shelf stand out and drive sales.”
