Tiger hunts for TV audience on Sky

06 April, 2007

Tiger Beer is set to plough £5 million into advertising, marketing and PR this year - including its first TV sponsorship deal.

The beer is the exclusive sponsor of Sky Movies Indie, one of Sky's recently rebranded movie channels.

The deal, which will see Tiger's sponsorship credits on some 10 films on the channel each day, credits on trailers and a monthly 15-minute background programme on films, aims to capture a wider consumer audience.

Tiger will also sponsor the TV series Anthony Bourdain: No Reservations, on UK lifestyle channel Discovery Travel & Living, in April and July.

The beer will be targeting 18 to 34-year-old web users in a campaign on media sites such as Cool Hunting, Urban Junkies and LoveFilm, and it is to revamp its website www.tigerbeer.co.uk. The £5 million investment also includes sales promotions, PR, consumer events and a beer sampling programme.

Marketing manager Steven Greaves said: "This year is getting more exciting for us by the second. Our investments across all aspects of the business will equip us to become the leading Asian beer in the UK."




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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