WINNER
TITLE: Carling Homecoming
MEDIA AGENCY: BBJ
MEDIA DIRECTOR: Neal Deeprose
ACCOUNT DIRECTOR/MEDIA PLANNER: Andrew Mortimer
CLIENT: Coors
BRAND/PRODUCT: Carling
MARKETING DIRECTOR: Mark Hunter
MEDIA MANAGER: Andrew Constable
CAMPAIGN MEDIA AWARDS: The News Group Newspapers Award - Best Alcoholic Drinks and Tobacco Campaign - Carling Homecoming
Carling decided to extend its sponsorship out of football and into music, with the launch of Carling Homecoming. The concept was to take the biggest artists back to their roots by playing in the venues where they first started. So a Jamiroquai gig at a dance hall in Ealing for 300 people became a Channel 4 programme seen by almost 750,000 viewers. Young men comprised 30 per cent of the audience, a 23 per cent channel share. Further shows were commissioned following the Jamiroquai success: one for the Charlatans and one for the Manic Street Preachers.
