Labatt Breweries of Canada
Event Marketing at Bar/Street Promotions and Golf Tournaments (Aug/07 – Present)
Tigris Personnel began working with Labatt for a Bud Camp street promotion that was subcontracted through another agency in August 2007. The rep from Labatt was so happy with our events staff, she provided her colleagues with our contact information and the database of events has grown from there. To date, Tigris staffs approximately 20-25 events per year, if not more.
Some of these events include:
~ Bud Camp street promo on cottage hwys in Peterborough, Ottawa, Kitchener & Barrie with 16 TSS in Aug/07
~ 12-15 Bud, Bud Light, Bud Light Lime promotions at pubs & golf tournaments 2008 to present
~ 8-10 Superbowl executions per year from 2008 to present
~ the launch of Rolling Rock & UFC events in Apr/11
~ fundraisers at the Beer Store in May/11
~ football kick off promotions in Sept/11
~ Movember bar promotions in Nov/10 and Nov/11
Tigris deliverables included:
- recruit, train & schedule a team of 2-4+ female promotional models per event
- collect product knowledge from the client to create a training package for the promotional models
- collect feedback forms and photos following each event to forward to the client
- distribute timely payment to all staff
Program Objectives: book and schedule fun, friendly and attractive promotional models to engage consumers onsite, play games, sample the product and participate in photos. Some events involve fundraising as well. The image & personality of the promotional models selected is important to the client since they are generally perceived by the public to be walking and talking commercials for their brand(s)
RESULTS: the Tigris TSS have had tremendous success promoting Labatt’s products at the events listed above. Since not all events have a sales element to them, it is difficult to quantify the results of these events; but Tigris has been working with the same reps for several years which is a testament to the quality of our work and team.
