Cinema Artois

Stella Artois, still the UK’s No 1 premium lager, has lifted the curtains on its summer 2005 marketing campaign, Live Film, a consumer promotion with prizes worth over £20m.

Stella Artois, still the UK’s No 1 premium lager, has lifted the curtains on its summer 2005 marketing campaign, Live Film, a consumer promotion with prizes worth over £20m. 

The top prize is for 10 lucky winners to see the 1962 film The Birdman of Alcatraz, on Alcatraz itself, as part of a week’s holiday in San Francisco. 

The promotion, which will be supported by press advertising in weekend supplements of national newspapers and selected film magazines, will run in the on and off trade sectors from July. The campaign spearheads a record £40m marketing spend by Interbrew UK for 2005. Stella is also launching two new TV and cinema ads this month. Other activity includes the brand’s 10th year of FilmFour sponsorship, and 10th summer of outdoor film screenings, under a new banner of Cinema Artois, plus the recently launched After Dark film and music events.

Ben Fritsch, marketing manager for Stella Artois at Interbrew UK, says, “The focus for Stella Artois is innovative consumer activity that rewards drinkers, delivers a unique sales opportunity for retailers and drives value in the beer category.”