Dorada pays tribute to the seven islands with a limited edition of bottles that highlight the activities that can be enjoyed in each one of them (Translation)
10 October 2012
The new bottles will be distributed in the bars and cafes of the Islands from October 15th
- With this initiative, the brand of Compañía Cervecera wants to show consumers the many leisure options offered by each one of the Islands, hoping to boost the tourism sector
- The campaign has been coordinated with the Regional Ministry of Tourism, Promotur and the seven town halls of the islands, which have helped choose the images that best represent the beauty and individuality of each Island
- Dorada followers have also been the co-creators of the new images, as the campaign has used pictures sent through social networks
Santa Cruz de Tenerife, October 9th, 2012.- Next October 15th, Dorada will launch a special initiative to pay tribute to the seven islands of Canarias and to show the endess possibilities each island has to offer for leisure and enjoyment. This campaign, “Dorada 7 islas, muchos planes” (Dorada 7 islands, many plans), which will be launched with the support of the Regional Ministry of Tourism of Canarias, Promotur and the seven town halls of the islands, is part of a wider idea: “Dorada, qué suerte vivir aquí” (Dorada, how lucky to live here). The aim is to transmit the sense of pride of being from Canarias and living in the Islands.
The CEO of Compañía Cervecera de Canarias, the Deputy Minister of Tourism of the Regional Government of Canarias, Ricardo Fernández de la Puente Armas, and the manager of Sponsorship of CCC, Elías Rosales, attended the presentation of the campaign in Dorada’s factory in Santa Cruz de Tenerife.
Fernández de la Puente claimed that “it is a positive action as we want to promote the diversity of our islands as a tourist destination, not only among the residents in Canarias, but also, and especially, among the tourists that visit us.” Also, he praised the collaboration with Compañía Cervecera de Canarias in the promotion of the islands.
As the main part of this strategy, explained Mark Tindall, Compañía Cervecera has designed a limited edition of bottles that depict activities that can be enjoyed in each one of the islands. This has been done with the pictures sent in by the brand’s followers as part of a contest in which they were asked to share their proposals of outdoor activities on each island.
To do so, a limited edition of 840,000 bottles of Dorada will be released. The edition includes seven different models with labels relating to the main leisure activities offered in El Hierro, La Gomera, Fuerteventura, La Palma, Lanzarote, Gran Canaria and Tenerife that can be enjoyed at all times in the most characteristic and beautiful places each island has to offer.
Each model includes images celebrating the majesty of the landscape, the richness of traditions and the variety of activities that can be enjoyed on the Islands, encouraging all the people in Canarias and the millions of people that choose this destination every year to enjoy a unique setting with the best leisure options.
The project started in December 2011 with the launch of the contest through social networks. This allowed time to gather hundreds of pictures sent from the seven islands and to select the ones that now appear on the new limited edition Dorada bottles.
To go alongside the images of the chosen activities, each one of the town halls of the islands provided pictures of what they considered to be their most characteristic landscapes. The town halls wanted to join this initiative and handed over the images they thought were the most emblematic of their island. These images also serve as the background to the images submitted by the Dorada followers.
Each bottle has successfully fused a wide selection of images representative of the beauty, individuality and idiosyncrasy of each of the seven islands. This allows everybody to build up a unique collection which, as a whole, is a good sample of what the Canary Islands are, what they offer and what they feel and live.
The bottles will start being commercialised in hospitality establishments on all the Islands in the second half of October.
The campaign will be complemented by a spot where Dorada, through humour, highlights the various possibilities the islands have to offer to, once again, encourage everyone to appreciate their spectacular settings and participate in the activities offered in each one of them.
With this campaign Compañía Cervecera shows, once again, its commitment to Canarias, its society and its economy, by joining efforts with the Regional Government of Canarias and the town halls of the islands to reinforce the tourism sector.
About Compañía Cervecera de Canarias
Compañía Cervecera is one of the main national breweries and one of the main engines in the economical and social development in Canarias: It boosts the creation of 7,000 direct and indirect jobs; it is shareholder of several companies in Canarias; and it gives priority to local supplies in order to carry out their production. The company, which is part of the international group SABMiller, has more than 300 business owners from Canarias among its shareholders, which are approximately 30% of the total and are represented with two members in the Board of Directors.
Compañía Cervecera produces its own brand of beer, Dorada and Tropical, and under licence Carlsberg; it distributes international brands such as Pilsner Urquell, Peroni Nastro Azzurro, Miller Genuine Draft, Guinness and Kilkenny. Also, it has other beverages such as natural drinks Appletiser and the energetic Red Bull.
This SABMiller subsidiary news release has been translated from its local market language to English language for publication on www.sabmiller.com. We have attempted to provide an accurate translation of the original material but due to the difficulties of translation slight differences may exist.
Note, the news release was first published in its local market on [09/10/2012].