EVENTS & PROMOTIONS: PROMO SPOTLIGHT: DOS EQUIS MAPS OUT CONTEST OFFERING TRIP FOR TWO TO MEXICO

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Marketer: Labatt USA

Effort: Dos Equis, "XX Marks the Spot" Sweepstakes

Agency: The Marketing Continuum, Dallas, for promotion; Ammirati Puris Lintas, New York, for advertising.

Twist: Drawing on the "legendary" marketing theme of its Mexico-brewed beer, Dos Equis offers a sweepstakes to win a trip for two to Mexico.

Using a map of Mexico marked with double X's, sweepstakes participants are asked to use the map to solve a word puzzle using a Mexican city with an "X" in its name.

Vital statistics: The point-of-purchase promotion rolled out gradually in markets nationwide throughout the summer; entry deadline is Sept. 30. Grand prizes of a six-day, expenses-paid trip for two will be awarded to two winners.

Kate Fitzgerald edits Events & Promotions. Reach us by fax at (312) 649-5331 or e-mail address K8FITZ@aol.com.

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