17 Jan '11, 10pm

Celebrating abundance

DRIVE into the Year of the Rabbit this Chinese New Year with a brand new car. Carlsberg will be rewarding one lucky drinker with a BMW 523i (picture, bottom) through its "Usher in a year of joy and prosperity" campaign. It will also be giving away 25,000 sets of limited edition framed gold pendants and other prizes during the Chinese New Year marketing programme. Running from Dec 15, 2010, through Feb 2, 2011, this campaign is valued at $3 million, with an integrated through-the-line blitz from print ads in major Chinese and English dailies such as Today, radio commercials and TV ads on prime time slots, to radio DJ appearances at selected outlets, as well as advertising on outdoor media. Other planned marketing activities include exclusive premium give-aways as well as mega-scale roadshows. Mr Bart Lim, general manager of Carlsberg Singapore, said: "Carlsberg is the first...

Full article: http://www.todayonline.com/Business/Impact/EDC110118-0000...

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