Brad Marketing is revving up the hype for next month’s Grand Prix du Canada by giving the Berri-UQAM metro station some racing atmosphere with wall and floor posters prominently featuring Budweiser, the official beer and major sponsor of the F1 race for the last five years.
The Berri metro station was chosen because it’s the transfer point for the subway line that goes to Circuit Gilles Villeneuve where the F1 race takes place June 6-8. The posters make the station resemble the race track on the former Expo 67 site.
This is the first mandate for Brad which replaced BBDO on the Budweiser account in Quebec in March.
“BBDO created the concept, and Brad completed the project,” explained Frédérique Delagrave, associate brand manager for Budweiser Quebec.
“Each year, we try to do something different. In 2006, we had the Clydesdale horses from Anheuser-Busch in St. Louis in downtown Montreal and at the race track. Last year, we had a contest to select the B1 Girl [B1 for Budweiser 1 instead of F1 for Formula 1] who acted as Budweiser’s ambassador during F1 week. This year we’re doing the same thing, only expanding it to include a contest to win race tickets in conjunction with RDS (le Réseau des Sports).”
Marketel handled the media buy.
