Corona maps out island escape promotion

Corona Extra: launches Ibiza activity
Corona Extra: launches Ibiza activity

Corona Extra, the Mexican beer brand, is launching its biggest-ever integrated campaign, themed around the Balearic party island of Ibiza.

The 'Escape to Corona Island' campaign, designed and implemented by BD Network, will run across the on and off trade. It gives consumers the opportunity to win one of 25 sets of tickets to Ibiza in August.

Each winner will be able to take themselves and a group of friends to the Balearic island for three nights.

In addition to the 25 main prizes, the beer brand will also be giving away an additional 4,250 Corona-branded prizes including hoodies, t-shirts and key ring bottle openers.

Everyone who enters the competition will also be able to access the Corona Island exclusive Hed Kandi playlist on Spotify, consisting of 40 tracks. They will also be entered into a free prize draw for a chance to win a trip for two to Ibiza in September to experience the Ibiza closing parties.

Corona will take over bars and late night venues in nine UK cities – Edinburgh, Belfast, Newcastle, Manchester, Leeds, Birmingham, Cardiff, London and Brighton. Each will host an Ibiza-themed party with a top DJ and run Corona Island activity. 

The nights will run in tandem with the competition, from May to July 2011, and in the run up to the events, point of sale activity in participating bars will raise awareness and encourage consumers to visit the outlet on event days.

Consumers can enter the competition to win tickets to Ibiza by buying buckets of Corona in over 5,000 bars and clubs across the UK. They will then be given a unique reference number which can then be entered through Corona's Facebook page, through its website or by text.

Kevin Wallace, Molson Coors' UK brand director for Corona, said: "The fully integrated campaign will offer something new and exciting, and contains a strong digital element, which we know engages with our target consumer."


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