Guinness promotion appeals to rugby fans

Guinness will be appealing to rugby fans this month by offering pub goers the chance to win a VIP trip to South Africa to see the final Lions test match.

Diageo Great Britain is launching a text-to-win competition through its Guinness brand to help licensees make the most of the British and Irish Lions Rugby Tour, which takes place this June and July. Each Guinness promotional kit includes a selection of 'Win a VIP trip to South Africa' and 'Win an official Lions shirt' posters, tent cards, drip mats and fixture list posters. Over 5,000 kits will be going out across the on-trade targeted at key pubs showing the Lions matches. All matches will be shown on Sky TV with highlights shown on the BBC.

"Around 3.5 million Guinness drinkers are keen rugby fans in Great Britain," says Lee Bailey, sponsorship manager for Guinness at Diageo GB. "By displaying the Guinness POS kit, licensees can let their customers know that they are showing the biggest rugby games of the summer and with the chance to win a VIP trip to see the final Lions test they have an opportunity to be a part of the action.

"Licensees should be sure to give POS pride of place where people can see it to drive footfall and sales into their outlet. It's also a great opportunity to add even more value to the occasion by introducing food deals or barbeques to deliver a great summer atmosphere for customers."

The VIP promotion ends on 22 June, but the Lions shirt competition continues until 6 July.