Customers buying a product from its Spring/Summer range will receive a key containing a code which can be checked online to find out if they have won.
Top prizes include a seven-night trip to Sydney including tickets to Big Day Out 2008, seven nights in Brazil to see the Rio Carnival, seven nights in Utah to visit the Sundance Film Festival, a trip to Japan for the Fuji Rock Festival and a seven night spa break to the Geothermal Power Spa in Reykjavik, Iceland.
The ‘Win with your key to the city’ push, through Exposure, kicks of this month and runs until end of July in retailers in the UK, USA, Japan, France, Benelux, Hong Kong, Singapore and Croatia.
Ten runner-up prizes will also be given away in each country to maintain interest levels throughout the push and UK prizes include tickets to the Bestival in September 2007.
“The promotion is designed to help sales teams promote summer products of a brand that is traditionally seen as selling winter boots,” said Richard Wilcock, account manager at Exposure.
Posters, postcards and window stickers will flag up the push in hundreds of stores worldwide.