Part of the brand’s ‘Think 100% Irish’ campaign, the promotion is running in the on and off-trade, as well as social media.
The on-trade aspect has seen point of sale kits containing scratchcards, posters, table-talkers, bar runners and drip mats distributed to participating outlets.
A scratchcard is then given to every customer who buys any Magners product.
Every card gives the consumer the chance to win a trip for them and a guest to New York for St Patrick’s Day, with flights, transfers and accommodation all included.
The promotion runs until December 20, with 28 trips up for grabs. Of these, 25 will be won in bars and shops (the off-trade promotion is running in Asda and Co-op stores), with three to be won via social media.
“We launched ‘Think 100% Irish’ earlier this year to a great response and our ‘Big Apple’ promotion is the latest stage of the campaign,” said Janette Murray, group marketing manager, Irish cider, at Magners.
“The chance to be at one of the world’s most famous St Patrick’s Day parties is a great way to highlight Magners’ Irish heritage in a hugely relevant and appealing way and we’re sure drinkers will be excited by the possibility of being on the trip.
“Magners’ ‘Big Apple’ promotion gives us the opportunity to bring to life the positive Irish mind-set that we love, and we’re thrilled to launch it. With the chance for a once in a lifetime trip and a prize for everyone that enters, ‘Big Apple’ is sure to be a big hit over the coming months.”