Three hundred Scottish pubs are set to enjoy a new John Smith’s ‘Smooth Favourite’ campaign which will see their customers benefit from an on-trade initiative designed to give drinkers a chance to ‘buy one ticket and get one free’ at 28 jump and flat racecourses across the UK including Ayr, Hamilton Park, Kelso, Musselburgh and Perth. The ‘Smooth Favourite’ creative theme will pair top quality racing and John Smith’s Extra Smooth with campaign kits hitting on-trade outlets this month.
Kits include posters, fixture lists and sign-up forms, brought to life with green chalkboards featuring a selection of calls to action. They allow landlords to take ownership of the BOGOF offer and invite and reward regular customers with a group day out at the races. A range of permanent point of sale items, which includes a wall calendar that provides a list of all the races planned for 2014, can be used to establish a pub as a hotbed of racing.
Rebecca Haigh, senior brand manager-John Smith’s, at HEINEKEN said, “‘Smooth Favourite’ will build on our hugely popular ‘Smooth as Silks’ campaign from last summer. The new promotion will bring fresh impetus and grow brand saliency for John Smith’s, reaching primary target consumers across the UK this year by driving engagement between racing and local pubs. The promotion puts John Smith’s drinkers at the heart of the racing occasion. “