Drinkers of Greene King’s East Coast IPA, the latest addition to the Greene King IPA family, will be in with the chance to win one of three stateside trips this summer. Three holidays to Boston, Washington D.C. and New York, worth £4,000 each, are up for grabs after the competition launched on Greene King’s East Coast IPA, IPA’s Facebook page at the end of June.
East Coast IPA is the focus for this major on and off trade promotion to celebrate the beer’s fusion of American hops with the easy-drinking refreshment of classic British pale ales.
Customers will encounter the six week promotion, which launched on 29 June and ends on 10 August, across on trade channels, including point of sale kits, and off trade channels via neck collars and shelf wobblers.
The campaign will also be supported digitally with an eDirect Mailer and strategically placed web banners.
Consumers will be driven to the Greene King IPA Facebook presence and invited to enter their name and email address into a dedicated competition app. The page will carry dynamic content and brewing and beer insights, focusing on each of the three destinations for two weeks in succession. Three fortnightly draws will take place during the six week campaign to reveal three lucky winners.
Emily Prince, brand manager for Greene King IPA, said: “This promotion aims to build brand awareness, visibility and drive distribution of East Coast IPA. As the newest addition to the Greene King IPA family, East Coast IPA is a refreshing ale with summertime appeal, making the hottest season of the year the perfect time to underline its easy-drinking body, and mellow citrus and tropical fruit flavours. It is also ideal for encouraging drinkers to move away from lagers and try premium ales.”
The prize holidays on offer include three nights in a four star hotel and brewery tours in each destination, so that winners can discover the local history of brewing and sample craft beers, as well as free passes to major city attractions, beer and food pairing lunches, and spending money.
East Coast IPA’s punchy citrus aroma, typical of American style IPAs, combined with easy-drinking finest-quality English ale, was the inspiration behind the campaign, which pays homage to these two great brewing nations.
Visit www.facebook.com/GreeneKingIPA1799 to find out more.