Carlsberg welcomes the Tiger Year

CARLSBERG  SPH  CAMPAIGN LAUNCH

• Carlsberg launches Lunar New year campaign
• Includes roadshows, TVCs and promotions
• Also involves Mediacorp personalities

Singapore - Carlsberg Singapore has launched a Lunar New Year campaign with the help of Singapore Press Holdings, MediaCorp and Planetads. 

The campaign's overarching theme is based on the Carlsberg lion, as the company has decided to take a cultural perspective and name it "Carlsberg lion welcomes/triumphs over the Tiger Year".

The SG$ 5million campaign aims to tie in their promotions with the upcoming Lunar New Year. 

Bart Lim, General Manager of Carlsberg Singapore said that the campaign aims to give hope despite many people's worry that the upcoming Tiger year might be a difficult one.

"We believe our Carlsberg lion, a traditional symbol executed with a contemporary twist, is the ideal iconic platform to spread our auspicious wishes to as many consumers as possible," he added. 

The campaign comprises islandwide roadshows, telemovie specials, a Lunar New Year special program, charity visit and other promotions and will run until 14 February, 2010. 

The islandwide roadshows will be held in collaboration with the Lianhe Zaobao, Lianhe Wanbao and Shin Min Daily newspapers. The telemovie specials and the Lunar New Year television special program will be broadcast on Channel 8.

This campaign has also roped in Mediacorp personalities such as Mark Lee, Joanne Peh, Pornsak and Dai Yang Tian as Carlsberg ambassadors. _________________________________________________________________________________________

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