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CARLSBERG LAUNCHES FIRST MARKETING CAMPAIGN TO SUPPORT ITS SPONSORSHIP OF CARLSBERG CAT LAUGHS - May 17th, 2009
Carlsberg has launched its first marketing campaign to support its sponsorship of the Carlsberg Cat Laughs Comedy Festival in Kilkenny, which takes place from 28th May to the 1st June 2009. The integrated marketing campaign is centered on the side effects of laughter, incorporating heavyweight above and below the line activity.
The above the line campaign developed by Irish advertising agency, Irish International BBDO comprises of advertising on outdoor, transport, press, online and radio running from 4th May 2009.
The outdoor, transport and press advertising features four separate executions with a suite of vibrant colours including bright pink, blue and orange to reflect the summer festival feel of the Carlsberg Cat Laughs. Funky illustrations of the Carlsberg pint undergoing the effects of four different side effects of laughter including; ‘Split Your Sides Laughing’, ‘Crack Up Laughing’, ‘Laugh Your Head Off’ and “Burst Out Laughing” are set to the colourful backgrounds. The illustrations deliver maximum stand out and were developed by Canadian illustrator Chris Clarke of Spacecadet Design Inc.
The radio advertisements include four executions entitled ‘Cry’, ‘Snort’, ‘Squeal’ and ‘Raspy’ voiced by comedians Ian Coppinger and Barry Murphy. Each advertisement features the side effects of laughter consumers could experience at Carlsberg Cat Laughs such as laughing so hard they cry! The radio advertising is running on Today FM, Newstalk, Cork 96 FM, Limerick Live 95, Beat 102 103 FM, WLR FM and on Midlands 103.
The through the line campaign also incorporates an intensive programme of PR activity including media relations with comedians performing on the line-up. The PR campaign will also search for Ireland’s Most Infectious Laugh, as one of the most endearing side effects of any laugh is making someone else laugh. The search is running on Moncrieff on Newstalk from 11th May 2009 and the winner will be announced prior to the Carlsberg Cat Laughs.
The Carlsberg Cat Laughs Comedy Festival in Kilkenny will run over the five days of the June Bank Holiday Weekend (28 May – 1 June), showcasing a collection of the world’s best comedians. Rated as one of the five best comedy festivals in the world* the Carlsberg Cat Laughs Comedy Festival has become an annual diary fixture for both comedy fans and comedians alike. The 2009 Festival features 62 world-class comedians, 86 shows including 9 specialty shows and 5 improvisers, across 15 venues. For full details on the line up, tickets and venue information visit www.carlsbergcatlaughs.com or call 056 776 3837.
*Guardian Unlimited, 16th March 2007
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For further information contact:
Laura Greer, WHPR
Tel: 086 960 5600 / 01 6690181
Email: laura.greer@ogilvy.com
Kate FitzGerald, WHPR
Tel: 086 3873083 / (01) 6690030
Email: kate.fitzgerald@ogilvy.com
For the latest information on performers, venues and bookings, check out the festival website at www.carlsbergcatlaughs.com or email info@carlsbergcatlaughs.com
Book your tickets now!
Carlsberg’s Cat Laughs Box Office
www.carlsbergcatlaughs.com / 056 776 3837
Enjoy Carlsberg Responsibly
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