Tuborg Christmas Brew's promotion to cost half a million euro

URBB's total marketing budget for 2007 amounted to €15 million, according to company representatives. One third of this amount, €5 mln, was spent on media advertising.

The November and December promotional campaign includes nation-wide outdoor, radio (Kiss FM, Magic FM), press, and online (including web design) advertising, as well as trade marketing, and point of sale marketing (POSM).

The online component is an important part of the campaign. Catalin Ignat, URBB's Marketing Vice President, said that marketers made this decision based on the lifestyle of consumers, which includes daily computer use for information and entertainment purposes, and a high level of interactivity provided by the online environment. "It is obvious that online media is used more and more. Larger budgets directed to this area prove that companies have increased interest," added Ignat.

According to company estimates, Tuborg Christmas Brew will have a 10 percent higher sales volume than in 2006. This is not the first time that URBB uses online media to promote its products, and its tuborg.ro site has been a constant element in promoting the brand. Just four days after the launch of the Tuborg Christmas Brew-dedicated version of the site, 2,600 people accessed the website and over 600 registered to participate in the "Dai de baut, mosule?" contest.

This year, URBB has spent more than €10 mln on Tuborg's new image, especially for the primary and secondary packaging and the advertising campaign.

URBB is one of the largest beer producers on the Romanian market, and Tuborg continues to be the top international beer produced under license in Romania, with a 50 percent share of the market. URBB's portfolio includes only international beer, including Tuborg, Tuborg Strong, Tuborg Christmas Brew, Holsten, Carlsberg, Skol, Guinness, and Kilkenny.