The promotion brings together racing and John Smith’s Extra Smooth in more than 2,000 pubs and bars across the country with campaign kits supporting a tickets drive that runs until the end of the year.
Kits include posters, fixture lists and sign-up forms, brought to life with jockey silk graphics. The kits allow licensees to take ownership of the free ticket offer and reward customers with a group day out at the races.
Permanent John Smith’s racing-related POS items are available to dress and position outlets as ‘a home of horse racing’. The items include a ‘silks’ design tap handle covers dressing the font in the John Smith’s colours and extending visibility of the brand at the point of purchase.
Racegoers can choose from 280 race days at 41 participating racecourses. The campaign is also featured on the John Smith’s website.