The text to win campaign will run across the cereal giant’s family and kids brands offering ten family trips to Cairo. The three-month push kicks off in October with the top prize including a private tour of the Cairo Museum with an expert, a visit to the Valley of the Kings and exclusive access to the tomb of Tutankhamun.
Ten runners up will win a trip for four to the London ‘Tutankhamun and the Golden Age of Pharaohs’ exhibition at the O2 Arena launching in November. All consumers will qualify for a £5 discount on a family ticket when buying a promotional pack.
The promotion follows the company’s decision to shift the emphasis of its promotions away from movie licensing deals and towards educational or sports based promotions (P&I, September 07).
“Kelloggs is committed to promotions that engage with families and the Tutankhamun offer has appeal for parents and children alike,” said Kevin Brownsey, Kellogg’s UK sales director.
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