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Specials and promotion Tour Support Nightliners
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Specials and Promotion

Although our roots are in Rock and Roll we also did a special project for the Tuborg Brewery. Tuborg had a marketing plan: linking the concept of touring and establishing their brand in the emerging markets of Eastern-Europe.

For this we transformed two coaches into fully Tuborg branded "Rockbus" nightliners and did some extensive touring of Croatia, Servia, Slovenia, the Tsjech Republic and the Ukraine in a co-ordinated effort between Tuborg HQ in Copenhagen, us and the Tuborg representatives for the local markets. It was a success. Some pictures of these tours and the busses can be seen below.

Travis Rice Art of Flight movie promo tour

Tuborg Eastern-Europe Tour

The campaign has been built around two Tuborg Rock Tour buses which are spending the summer touring the four countries taking part in the campaign: the Ukraine, Bulgaria, Serbia and Croatia. In each of these countries, competitions have given Tuborg consumers a chance to win a trip on one of the buses to various rock concerts in Europe. Both buses are fitted out as genuine tour buses, including all the audiovisual equipment needed to make the lucky winners feel like genuine rock stars. Music is the key to the marketing of the Tuborg brand, which is very much a beer for young people, and the live music scene in particular plays an important role in young people’s identity. The international and universal appeal of music also means that there are many synergies to be reaped from arranging international campaigns involving more than one country.

Local adaptations
The four countries are all relatively new markets for Tuborg. Previous years marketing in the region has aimed at building up general awareness of the brand. The structure of the current summer campaign is flexible, allowing the individual countries to adapt it to how they have previously used music in their marketing. In Bulgaria, for example, one thousand tickets were given away for the first ever concert there by the world-famous Depeche Mode, and five lucky fans even got to meet members of the band just before the gig. In both Serbia and Bulgaria the first prize in the competition was a trip for six people on the Tuborg bus to the largest rock festival in Northern Europe, the Roskilde Festival in Denmark, of which Tuborg is the official sponsor. The Tuborg campaign in the four countries will run until September, and the signs so far are that it has had a positive impact on both Tuborg beer sales and exposure. Next year the plan is to run a campaign which can be used even more widely and so hopefully generate even more synergies between the different markets.

Opel Blitz for Special Occasions

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Jack Daniel's Promo Tour with Moke

Toonalone promo

Rockpalast Concert with Wovenhand

The Art of Flight

 

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Ride For The Roses

 

[ ToonAlone NightLiner & Tour Support • Ovenberg 13 • Untit 3 • 6596 DP Milsbeek • The Netherands ]
[ Phone: +31 622 877 754 • Chamber of Commerce: 17128480 • VAT/TVA number: NL 016684175.B01 ]
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