Highland Spring water company launched a very thorough promotional campaign over the summer 2011, entitled "New Balls for Britain". The water company has associated itself with many world famous sports brands across the world for the sake of this promotion. The company's overall objective with this promotion is to increase the
's natural sporting talent, primarily targeting the youth segment. UK
|Water Promotional Campaign|
The promotion is very thorough with many aspects in which customers can win many sports related gifts. Each 750ml water bottle of Highland Spring counts for one point, under each cap there is a promotional code that the customer must register the code online in order to collect a range of promotional sports balls listed below. Each bottle is worth one point. You can see below how much each gift is worth in terms of points.
§ Gilbert Zenon size 5
Rugby Ball - 35 points required
size 5 football - 35 points required Malmo
§ Babolat Gold tennis balls in a tube of four – 30 points required
§ Srixon AD333 golf balls in a pack of three - 25 points required
§ Gray-Nicolls hurricane cricket ball - 25 points required
The promotion goes further then just promotional codes under the cap of water bottles. Another aspect to the promotion is entitled “Balls for Schools and Communities”. Each week during the length of the campaign the directors of the promotion will select three schools or community groups to win over 300GBP worth of sports balls, all of the balls listed below are in the prize!
Any school or community group in the
UK can win this gift by sending a 100word essay that they need to submit via the "New Balls for Britain" website. This is a great way to promote your company’s water brand and associate it with physical activity and promoting sports across the British youth!
Last but not least the promotion is also offering to any individual who entered the competition to win a free sporting vacation! Out of all the participants of the promotion one lucky individual will be chosen randomly and will win a vacation to his preferred destination between the following five locations:
(French Open men and women final tickets + 4 nights luxury hotel). Paris
(7Nights luxury hotel + tickets to cricket). Barbados
(5nights hotel + tickets to see FC Barcelona). Barcelona
- La Manga (4 nights at a 5start hotel with spa and 2 rounds of golf).
(4 nights, with visits included and tickets to a 6 Nations rugby match. Rome
This is a very ambitions promotional campaign implemented by Highland Spring. The water company is positioning themselves as the water of reference for sport fanatics and they are promoting physical activities amongst the youth in
A great example for any company or sports drink brand that wants to re-position their brand with sports and physical activities!