Magners Irish Cider has launched a new consumer promotion across the on and off trade, and on social, which will see 28 lucky winners whisked off to New York to experience one of the world’s biggest St Patrick’s Day celebrations.
The Magners ‘Big Apple’ promotion has a simple mechanic, meaning consumers can enter easily for their chance to win a once in a lifetime prize.
In the on-trade, participating outlets will receive a rate of sale kit to showcase the promotion including posters, table talkers, drip mats, bar runners and a stack of promotional scratch-cards. Upon purchase of any Magners product - original or fruit variant, packaged or draught - the drinker will receive a scratch-card, giving them the chance to win a trip for them plus one to New York for St Patrick’s Day next year.
In the off trade, consumers have the opportunity to win a place on the plane when purchasing any Magners variant from participating ASDA or Co-Op stores. The in-store promotion includes Magners Original bottles and multi-packs, Magners Dark Fruit cans, bottles and multi-packs, or single bottles of the Pear and Orchard Berries fruit variants. In-store POS will carry details of the entry mechanic, with consumers simply texting in the last four digits of the barcode from their purchase.
Flights, transfers and accommodation are included in the prize provided in partnership with lastminute.com. In addition, the lucky winners and their plus ones will experience a jam-packed itinerary, including a prime spot on 5th Avenue to watch the St Patrick’s Day parade.
The Big Apple promotion is the latest phase of the cider brand’s Think 100% Irish campaign, which captures the positive mindset and love of a good laugh that the Irish are known for.
Running from now until 20th December, the ‘Big Apple’ promotion is further evidence of Magners’ support of the on and off trade. The promotion will be rolled out across the UK, with a total of 28 trips up for grabs. 25 trips are waiting to be won in-bar and in-store and a further three are up for grabs on Magners social channels, where a series of competitions will be running between now and December.
Magners is ensuring that everyone’s a winner under the “Big Apple” promotion. Anyone who enters via the on or off trade and is not lucky enough to secure a place on the trip to New York, will be given a £20 voucher to use with leading European online travel agency lastminute.com. Vouchers can be redeemed against flights and hotel packages, and this offer extends to outlets too.
Janette Murray, Group Marketing Manager – Irish Cider at Magners said:
“We launched “Think 100% Irish” earlier this year to a great response and our ‘Big Apple’ promotion is the latest stage of the campaign. The chance to be at one of the world’s most famous St Patrick’s Day parties is a great way to highlight Magners Irish heritage in a hugely relevant and appealing way and we’re sure drinkers will be excited by the possibility of being on the trip.
“Magners’ ‘Big Apple’ promotion gives us the opportunity to bring to life the positive Irish mind-set that we love, and we’re thrilled to launch it. With the chance for a once in a lifetime trip and a prize for everyone that enters, ‘Big Apple’ is sure to be a big hit over the coming months.”