Labatt Japan promo

Labatt Breweries International is co-sponsoring 500 subsidized trips to Canada from Japan in a contest to promote Labatt Ice Beer in Japan and attract more Oriental travellers to Canada.Industry Canada, the Ontario Ministry of Culture, Tourism & Recreation, Canadian Airlines International,...

Labatt Breweries International is co-sponsoring 500 subsidized trips to Canada from Japan in a contest to promote Labatt Ice Beer in Japan and attract more Oriental travellers to Canada.

Industry Canada, the Ontario Ministry of Culture, Tourism & Recreation, Canadian Airlines International, the Japan Travel Bureau, and Labatt Ice Beer’s distributor in Japan, Pokka, are co-sponsoring the contest, which offers a week’s vacation in Ontario for C$1,170.

From November 1994 to March 1995, Japanese residents will be bombarded with ads for the ‘Quest for Ice’ travel contest on tv, in daily newspapers, travel and young men’s magazines, posters, and liquor store point-of-purchase materials.

Contest ballots will be available through print ads and purchase displays and Pokka will draw winners’ ballots over a four-month period.

The campaign’s creative is built around the idea of coming to Canada to see the clean and beautiful homeland of Labatt Ice Beer.

According to Brad Schnurr, director of international sales for Labatt, sales of Labatt Ice should reach 2.5 million cases by November.