Carlton Draught + mX set to launch weekly ‘paper in the pub’ via Clemenger BBDO Melbourne
News Limited and Carlton Draught via Clemenger BBDO Melbourne, today announced the launch of ‘The Carlton Draught’ a new, dedicated ‘Paper in a Pub’ powered by mX.
From today and then every Friday for the next six months, the weekly newspaper – which is supporting the 2013 AFL season – will be distributed to 30 pubs in inner metropolitan Melbourne.
It is a mix of unique and syndicated content with a primary focus on the most ‘pub worthy’ news of the week as well as all the sports news and AFL teams for the weekend ahead.
Says Alastair McCausland, Carlton Draught marketing manager: “While some time conversation at the pub just flows, we know everyone’s had one of those days when they get to the pub a bit earlier than their mates; or they’re nervously awaiting a blind date to arrive; or simply stuck next to that really awkward work colleague.
“Well, we thought for times like these, it would be great to give drinkers a little snapshot of the news of the week to help occupy them as they wait, or look busy enough so they don’t get disturbed.
“When we looked at partners, we thought ‘if mX actually made public transport less painful, imagine what would happen if we made a version specifically for the pub?’
“That’s why we’re launching ‘The Carlton Draught’ to help make something that is already great, even greater”.
As the official beer of the AFL for over 137 years, the paper aims to also be the perfect footy companion; tapping in to all of the expertise from News to help ignite Melbourne pub debates between mates over a brewery fresh Carlton Draught.”
Says Neil Robinson, News Australia Sales’ general manager: “This creative collaboration between the mX team and Carlton Draught is a great example of how we can respond to an advertiser need with our powerful brands and our leading editorial to create an innovative, highly-targeted outcome for consumers.”
The dedicated paper is fully sponsored by Carlton Draught with all advertising space promoting the plethora of activities they have on the go.
The usual Friday mX edition in Melbourne will continue to be available for commuters from 2pm.
Client – Carlton & United Breweries (CUB)
Creative agency – Clemenger BBDO Melbourne
Media agency – Mediacom
4 Comments
“Well, we thought for times like these, it would be great to give drinkers a little snapshot of the news of the week to help occupy them as they wait, or look busy enough so they don’t get disturbed.”
….or they do what everyone does nowaday – pull out their smart phone and surf the net. Cutting edge, BBDO. Invest in redundant media.
You, sir or madam, are an idiot. No doubt these stories will be tailored to the drinker. It’s entertainment you can only get at a pub, as opposed to your phone which you take and see everywhere.
It also deliberately (I suspect) smacks of craft and hand-madeness (is that a word?). Useful for a beer that wants to be authentic but by its own admission is made in big metal thingies.
Nice one Clems. Again.
Hey snooze… you’re helping them write the award show case study, idiot.
For 1956… Just like the beer.