Carlsberg in $14m jet giveaway

Carlsberg has unveiled a US$14 million global campaign in 16 countries - including Singapore, Hong Kong and Sri Lanka - that will see one consumer and seven friends in each market win a private jet ride to multiple destinations for seven days. According to a Carlsberg marketing spokesperson in Singapore, "the overarching objective...is to strongly build on Carlsberg's 'World of Friends' brand essence." In Singapore, the S$2 million spend will see "above-the-line support in the form of strategic media buys in key newsdailies, TVCs and a fleet of taxis, while below-the-line support includes a spectrum of materials/collateral to convey a strong visual communications element at POS," added the spokesperson.