| The Solution - A
Place in the Sun
Channel 4 is the favourite channel for Tropicana drinkers
(source TGI).
Each airing of ‘A Place in the Sun’ delivers
4-5 ABC1 HW TVRs, and the series involves over 40 programmes,
including repeats and a new series.
Leveraging the Association
On pack, the consumers can win a £50,000 ‘place
in the sun’, which is promoted via a spring TV campaign.
The effect on sales are closely monitored through econometric
analysis.
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It is intended to further leverage the association via:
- Books - "How to find your own place in the sun"
- Additional promotional mechanics, offering frequent consumers
vouchers off holidays in the sun
- Having the presenter, Amanda Lamb, host the prizegiving
Summary
A completely through-the-line project linking Tropicana with
sunshine in an upmarket but accessible environment.
Connexus brings together programme sponsorship merchandising
advertising and point-of-sale, with tremendous media value
and with demonstrable and measurable sales potential. |
