Cerveza Tecate is getting its events marketing rolling with its sponsorship of the Toyota Grand Prix of Long Beach, which will take place April 16-19. The 2009 edition will mark Tecate's eighth consecutive year sponsoring the event.

During the time in which Tecate has been involved with the event, attendance of Hispanic racing fans has grown from 6% in 2001 to 30% in 2008.

This year the campaign supporting the event will include Interactive promotions at select retailers, as well as text-to-download racing-themed wallpaper and customized ring tones.

The campaign will also feature event-related radio ads and point of sale promotions offering savings on items like ice, chips and digital disposable cameras.

“While we recognize the growth of online usage among Hispanics, we will not be incorporating an online component for this campaign,” says Carlos Boughton, Tecate Brand Director. “From a media standpoint, Tecate usually promotes events and initiatives through OOH and radio. Additionally, we develop thematic point of sale displays and merchandise for retailers and key accounts to ensure a consistent message across all consumer touch-points.”


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