Labatt Breweries of Canada
Event Marketing at Bar/Street Promotions and Golf Tournaments (Aug/07 – Present)

Tigris has been working with Canada’s finest brewer since 2007. It all began with a roadside Bud Camp promotion straddling 4 cottage highways in Barrie, Kitchener, Ottawa & Peterborough in August 2007. The rep from Labatt was so happy with our team of promotional models, she provided her colleagues with our contact information and portfolio of events has grown from there. To date, Tigris staffs approximately 20-25 events per year for Labatt, if not more.

Some Keynote Events Include:
•   Hosting the 107th annual Queen’s Plate for Budweiser Aug/13
•   Superbowl hosting across the GTA Feb/13
•   6 bar promotions throughout 2013
•   High volume Super Bowl hosting at 10 locations in GTA 2012
•   5 bar promotions in GTA and Southwest Ontario throughout 2012
•   Movember bar promotions in Nov/10 and Nov/11
•   Football kick off promotions in Sept/11
•   Fundraisers at the Beer Store in May/11
•   The launch of Rolling Rock & UFC events in Apr/11
•   8-10 Superbowl executions per year from 2008 to present
•   12-15 Bud, Bud Light, Bud Light Lime promotions at pubs & golf tournaments 2008 to present
•   Bud Camp street promo on cottage hwys in Peterborough, Ottawa, Kitchener & Barrie with 16 models in Aug/07

Tigris deliverables included:
•   recruit, train & schedule a team of 2-16+ female promotional models per event
•   collect product knowledge from the client to create a training package for the promotional models
•   collect feedback forms and photos following each event to forward to the client
•   distribute timely payment to all staff

Event Marketing Objectives: book and schedule fun, friendly and attractive promotional models to engage consumers onsite, play games, sample the product and participate in photos. Some events involve fundraising as well. The image & personality of the promotional models selected is important to the client since they are generally perceived by the public to be walking and talking commercials for their brand(s)

RESULTS: Tigris promotional models have had tremendous success promoting Labatt’s products at the events listed above. Since not all events have a sales element to them, it is difficult to quantify the results of these events; but Tigris has been working with the same reps for several years which is a testament to the quality of our work and team.


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