The Oland Specialty Beer Company of Halifax is targeting Nova Scotia expatriots in its introduction to Ontario of the Maritime province’s biggest selling beer.

One of the key elements to the Ontario launch of Alexander Keith’s India Pale Ale ­ which now controls more than 35% of the Nova Scotia market ­ is a direct mail program aimed at Nova Scotia university alumni living in Ontario.

Each grad received a personalized letter and a voucher for a six-pack of Keith’s IPA along with an invitation to the official launch of the beer in Ontario aboard the tall ship H.M.S. Bounty, which arrived in Toronto June 23 after a month-long trip from Halifax.

Guy McClelland, marketing manager for Toronto-based osbc, says the direct mail was a nice link to another aspect of the Keith’s marketing mix, its sponsorship of the nine-week Alexander Keith’s H.M.S. Bounty Canadian Tour.

During the nine weeks the Bounty is docked in Toronto, a full-time beer garden serving Keith’s IPA will be located at the site.

Meanwhile, a six-week campaign consists of banner ads in The Toronto Star, The Globe and Mail and papers in Ottawa, London and Kitchener-Waterloo as well as radio spots in those same markets, except Toronto.

Advertising using the themeline, ‘Those who like it, like it a lot’, comes from Corporate Communications of Halifax, the agency that handles all Oland family brands.

McClelland says there may be further advertising support this fall as well as a promotion linked to an October 5 birthday celebration for Alexander Keith.

Keith’s IPA has been available on draught in Ontario for the last 15 months. It is now available in a six-pack of bottles only, although multiples of six are available at a reduced price.

osbc is a division of Labatt Breweries of Canada, formed earlier this year to capitalize on the growth of the specialty and import beer market. It also sells Oland Export and Schooner Beer in Ontario.