The initiative will encourage consumers to make the most of their extended weekend with travel company Expedia. A first-come, first-served promotion will encourage participants to book a holiday for two or four people at £49 per person, finding out if they will be travelling to Brighton or Barbados only after they book.
One in three holidays will be to the tropical island. The promotion will be supported by an out-of-home, TV and digital, social and print media campaign, with Creature handling advertising, Life below-the-line and Zenith Optimedia media strategy.
On-trade promotional activity launches this week in selected outlets across the UK, which will offer Carling drinkers the chance to instantly win up to £500 in holiday vouchers.
Jim Shearer, Carling brand director at Molson Coors, said: "In a busy world of nine to five, Carling understands that great British moments, like bank holidays, are really important. Carling’s ‘Brighton or Barbados’ promotion is all about doing something memorable with mates and escaping the usual bank holiday jobs like gardening or DIY."
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