Magazine article Marketing

Best Loyalty Scheme

Magazine article Marketing

Best Loyalty Scheme

Article excerpt

WINNER

Client

Bass Brewers

Agency

WWAV Rapp Collins

Scotland

HIGHLY COMMENDED

Client

CIC Video

Agency

Haygarth Group

HIGHLY COMMENDED

Client

BT Cellnet

Agency

Red Consultancy

WINNER

Carling is the UK's best selling lager in a highly competitive market. To keep it that way, parent company Bass Brewers needed a communications programme capable of building a long-term affinity between consumers and brand.

Its strategy has been based on a recognition that a mere 9% of the population accounts for 65% of the lager market, but also that younger consumers are more open to dialogue.

Club Carling is aimed at 18-to 34-year old, lager-drinking males. Various techniques have been used to recruit them, including pub promotions, mailings to cold lists and interactive kiosks in pubs.

It is believed that its 300,000 members now account for 27% of lager consumed by the target market.

The main vehicle of communication is a quarterly magazine, also called Club Curling, which focuses on a variety of topics that are relevant to its audience, including football, pub stories, competitions and girls. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.