For the first time ever, Singapore Press Holdings (SPH) Chinese dailies Lianhe Zaobao, Lianhe Wanbao and Shin Min Daily News, in partnership with main sponsor Carlsberg, will be presenting an island-wide series of “Carlsberg Chinese New Year Lucky Roadshows” to summon the power of the mighty ‘Carlsberg Lion’.
Carlsberg will be leveraging on the combined strengths of the three SPH Chinese newspapers, with a total reach of 1.1 million readers (adults 15+, Nielsen Media Index 2009), to spread good cheer to every corner of Singapore and promote its Danish beer as the choice beverage during this festive period.
A print campaign promoting the roadshows in all three newspapers enables Carlsberg to stand out and create the biggest impact within the retail category, and provides Carlsberg with a targeted platform to send festive greetings to its loyal audience during the festive season.
A total of 5 Lucky Roadshows will be held weekly at various locations starting from 8 January 2010.
Highlights include the award-winning Carlsberg Acrobatic Lion Dance Performance, performances by renowned Getai artistes Liu Ling Ling, Wang Lei, MingZhu Sisters, Baobei Sisters, Hao Hao, Xu Qiong Fang and more.
Fringe activities will be organised where participants who purchase 3 bottles of Carlsberg will be entitled to one game coupon. With each game coupon, participants can take part in the “Lucky Pot of Gold” or “Lucky Mandarin Orange Tree” games and stand a chance to win some attractive prizes. Up to 1,000 prizes will be given out at each Lucky Roadshow, which include cash prizes and Carlsberg special edition giveaways.
In addition, there will also be a special appearance by the cast of Carlsberg’s tele-movie about Carlsberg’s lion dance troupe. The cast includes local artistes Dai Yang Tian, Joanne Peh, Pornsak and Mark Lee.
The Lucky Roadshows will be hosted by Huang Wenhong, Lin Anna, Ye Limei, Jiang Jianwen and Ken Tan, popular DJs from Radio 100.3, the Mandarin radio station by SPH UnionWorks.
