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LOS ANGELES MDC Partners’ VitroRobertson has developed a select-city, autumn ad campaign and sweepstakes for Newcastle Brown Ale, a company representative said last week.
Boosting its budget from $1 million in 2003 (per Nielsen Monitor-Plus) to $6 million this year, Newcastle’s adspend includes outdoor, cable television and rock radio placements, as well as in-store and bar promotional events in Atlanta, Boston, Phoenix, San Diego and Sacramento, Calif., Raleigh-Durham and Charlotte, N.C., and Denver. The campaign is scheduled to run from Labor Day through Thanksgiving.
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