MGN Ltd has been chosen as the preferred press partner of the
Grand National's official sponsor, John Smith's, after the UK's leading ale
brand secured the rights for a three year sponsorship of the race in November of
last year.
The creative executions and ideas put together by the MGN
Advertising team and Starcom Mediavest were instrumental to winning the pitch to
publicise John Smith's sponsorship of the illustrious horse racing event.
Dominic Carter, MGN's Director of Advertising, said: "This is a
fantastic opportunity for us to work with the brand owners Scottish Courage, the
UK's leading brewer, on the biggest horse race of the year - the synergy between
all the brands involved is perfect.
"The branding and competition within our titles add real value
to our readers and editorial coverage."
The MGN advertising campaign, which will feature in the Daily
Mirror, Sunday Mirror, The People, as well as Trinity Mirror's Scottish titles,
the Daily Record and Sunday Mail newspapers, will involve two bursts of activity
in the run up to the race at Aintree on 9 April.
The first will be a competition giving a lucky reader, and
guest, ownership of a racehorse on the day of the Grand National and the
opportunity of gaining winnings of up to £100,000.
The second part will consist of a series of half page colour 'No
Nonsense Guides' to horseracing which will drive awareness of the John Smith's
Grand National in the build up to the big day.
Sam Browne, Account Manager at Starcom Mediavest, said: "MGN Ltd
form the lead strategic partner delivering an exciting unique promotion,
creative editorial support, and an integrated raceday brand presence."
Munnawar Chisty, Marketing Manager for John Smith's at Scottish
Courage, said:
" The Grand National, John Smith's and MGN represent three of the most powerful brand names in Britain.We are delighted to be teaming up with MGN in the important run-in to the first John Smith's Grand National."
" The Grand National, John Smith's and MGN represent three of the most powerful brand names in Britain.We are delighted to be teaming up with MGN in the important run-in to the first John Smith's Grand National."
The John Smith's campaign is estimated to be worth in excess of
£450,000.
