Stone's launches £5000 British holiday prize competition

by James Quilter , promotionsandincentives.co.uk 28-Oct-09, 15:54

LONDON - Constellation has launched a 'dream holiday' promotion to push Christmas sales of Stone's Original Green Ginger Wine.

The brand is offering consumers the chase to win the ‘Dream British Getaway worth £5000’, which gives the winner the chance to create their own UK holiday with the money.

Constellation set the holiday in the UK to reinforce to British heritage of the Stone’s brand.

The promotion will be highlighted on neck collars of bottles, also containing recipe ideas featuring the drink. No purchase is necessary to enter the Stones’ Original Greeen Ginger Wine competition, which is available online.

Speaking about the campaign Clare Griffiths, VP of European Consumer Marketing for Constellation Europe, said Christmas is the most important time of year for the brand.

Stone’s has a strong association with the festive period. Last year, sales in the 13 weeks leading up to Christmas were up 129% compared with the rest of the year.

The promotion is similar to 'The Perfect Break' run Nestle’s Kit Kat at the start of the year, which offered either cash and or a holiday created around that individual’s requirements. The campaign used a golden ticket mechanic.

One of the interesting results of the campaign was the end result. It was predicted the majority of winners would go for the cash but in reality the opposite was true.