Charles Wells Breweries is encouraging people to vote on whether St
George's Day should be made a national holiday as part of a campaign for
its Bombardier English Premium Bitter.
The ale brand is sponsoring all the 'Classic English Films' on Channel 5
on St George's Day - April 23 - with five-second, ten-second and
15-second bumpers through Team Saatchi. The ads all have the strapline
'Happy St George's Day - but shouldn't it be a holiday?' Build-up radio
and press ads will appear the previous week.
A survey by the brewery showed that less people in England know April 23
is the day of their patron saint than that St Patrick's Day is March 17.
Despite this, more than 70% of respondees thought it should be a bank
holiday.
Bombardier has issued a petition to all pubs that stock the ale, and set
up an online petition at bombardier.co.uk, to encourage customers to
vote for the holiday.
Sponsorship idents depict the armoured St George in typical workday
situations, such as turning off his alarm clock and waiting for a bus,
and encourage people to visit the web site.
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