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Tag: promo campaign

  • Dukes Lemonade launches mascot, kicks off promo campaign

    MUMBAI: Dukes Lemonade today launched a series of consumer initiatives in the city to make this summer full of takatak taajgi for its consumers.

    The aim is to take Dukes Lemonade, the popular lemon drink from Pepsi, closer to consumers through a new campaign which includes a new tagline for the brand, massive on-ground visibility drive, interactive programmes on radio and sampling activities for consumers.
     
     
    The entire campaign is built around the character called Bandya Shinde and the new tagline is takatak taajgi. Bandya is a reflection of the current rage for Bollywood bhais such as Munna bhai and Aslam bhai. Despite being the short-tempered buddy of a “bhai”, Bandya has a simple view of life without tension or maj-maj, and is loved by one and all. For Bandya Shinde, Dukes Lemonade is a source of refreshment and a way to chill.

    Announcing this in a press conference, Pepsi’s head of operations in western region Praveen Someshwar said, “Dukes Lemonade has been a popular lemon drink in Mumbai, and has built up a loyal consumer base over the years. Our initiatives aim at creating fun and excitement amongst existing consumers, and draw new consumers into the Dukes Lemonade fold.”

    Special interactive live programmes on radio have been designed for consumers, who can call Bandya to play agony uncle to their problems in life.

    The visibility drive will include paintings on local trains, bus-shelters, street banners, point-of-sale and posters among others. Discount coupons will be distributed to consumers outside trains painted with Dukes Lemonade visuals. Consumers can redeem the coupons at the station on the same day, and enjoy their Dukes Lemonade.

    Apart from this, consumers can even play a fun game dukes lemonade wheel of fortune at specially designated points in the city, and win complementary Dukes Lemonade bottles, pouches, caps and pens.

  • Singapore Airlines, Australian tourism launch promo campaign

    MUMBAI: Singapore Airlines (SIA) and the Australian Tourist Commission (ATC) have launched a new promotional campaign aimed at increasing tourist arrivals to Australia.
     
     

    According to a press release, the regional promotion, Enjoy Australia with Singapore Airlines, targets visitors from Southeast Asia, Hong Kong, Japan, Korea, India and China, and follows hot on the heels of an earlier successful global campaign – “SIA Fabulous Offer”.

    The campaign will be publicised primarily through promotional television spots on the Discovery Channels and online publicity on the MSN network, and is expected to reach a total of 90 million consumers in the target markets.

    “Initiatives like these play a timely and important role in restoring public confidence in air travel,” SIA executive vice president marketing and the regions Huang Cheng Eng was quoted as saying, “We are excited to be working with the ATC to encourage travel to one of SIA’s most important markets. As the largest foreign carriers in Australia, SIA will continue to be a significant contributor to the growth of Australian tourism, and we look forward to forge this strong partnership with the ATC.”

    “This new campaign is another example of the ongoing co-operation between Singapore Airlines and ATC under our formal MOU. It was made possible by the provision of A$10 million additional funding from the Australian Minister of Tourism to the ATC and forms a key part of the total A$ 20 million worth of new campaigns to revive international arrivals to Australia,” ATC executive general manager Asia and Japan Richard Beere was quoted as saying.

    “It is also part of ATC’s new Asian campaign under the theme ’Australia –You are Welcome’, which rolls out in Asia & Japan over the next three months to reinforce the Australia’s number one attribute- its warm and friendly people,” Beere added.

    The Enjoy Australia with Singapore Airlines promotion offers customers the chance to visit Australia at special fares. The tickets will go on sale from July onwards.

    The Enjoy Australia with Singapore Airlines promotion will also be enhanced by an online quiz on Australia that can be found on the Website australia.singaporeair.com. Participants stand a chance to win SIA Raffles (business) Class tickets to any SIA destination in Australia, with a five-night stay at a five-star hotel. The online contest will run from 30 June 2003 to 17 August 2003. Visitor information on Australia will also be available on the Website from 30 June 2003 until 21 September 2003.

    As part of its business recovery programme, SIA has been working with regional tourism authorities to revive demand for air travel. Together with local industry partners, it has also been actively involved in hosting numerous foreign media and trade groups in promoting travel in the region.

    The Australian Tourist Commission is a Commonwealth Statutory Authority with the charter to promote Australia as a tourist destination in over 40 countries.

    The SIA Group network, including services operated by SIA’s regional airline subsidiary, SilkAir and Singapore Airlines Cargo, extends to 86 destinations in 36 countries.