Whyte & Mackay is spending £2 million on what it claims is its biggest marketing campaign to date.
The push, entitled Get In, will promote the company's renewed sponsorship of the Whyte & Mackay Premier League Darts tournament.
The campaign will include TV ads on Sky Sports, activity with national newspapers and an on-pack promotion giving consumers the chance to win a trip to the final on May 25 at Wembley Arena. Forty-six-inch TVs with Sky subscriptions will also be up for grabs.
A series of Whyte & Mackay Premier League Darts Cash & Carry Depot Days will also take place across the country, giving retailers the opportunity to win a host of prizes including tickets to their local darts fixture.
Marketing director Nick Gaskin said: “Our first year of sponsorship generated huge brand awareness allowing us to grow our 18 to 34-year-old drinker base by 83% and our volume by 50%.
“Attendance at the events were record breaking and the Whyte & Mackay Premier League darts viewing figures, not only rocketed the sport to the second most watched on Sky, but created unparalleled recognition for our brand.”
Published: 30th January 2009
Written by: Laura Clark
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