The upmarket car marque is running banners, pop-up ads and co-branded editorial on Guardian Unlimited, the website for The Guardian newspaper. The ads will click through to a microsite at where prospective customers can enter a prize draw to win a three-day trip to Kiruna, a small mining town inside the Arctic Circle in Sweden.
Winners will fly to Kiruna where they will then be transported by dog sled to the Icehotel and famous Absolut Icebar. They will be able to experience hot saunas and local cuisine; a performance of 'Hamlet' in the Ice Globe Theatre, a replica of The Globe in London; a snowmobile safari and the opportunity to test-drive Saabs on an ice track.
All mailings to existing prospects will also contain information about the competition and direct them to the site.
The campaign runs initially for one month beginning in February across Guardian Unlimited. It may then be rolled out across other channels depending on its success.
The campaign was developed by DraftWorldwide, media was planned and bought by Universal McCann Interactive.
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