PROMOTIONS FLY HIGH FOR COORS, MOLSON

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This is the year of far-away-journey promotions, as both Coors Brewing Co. and Miller Brewing Co.'s Molson division brew some of their industry's largest and most unusual travel promotions in recent years.

Coors is offering 50 seats on a Concorde during an Aug. 15 attempt by Air France to set an international speed record. The promotion was put together by Concord Spirits Tours & Natcom, Miami.

A 30-second TV spot from Foote, Cone & Belding, Chicago, that broke last week suggests brewers spend lots of money on fast boats and fast cars, but beer drinkers don't usually get to share in the fun. This time they do, it says, as it shows a Concorde with a Coors Light label.

Molson, in its biggest-ever summer promotion, is offering tickets to a Labor Day weekend Molson Ice Polar Beach Party featuring the bands Metallica, Hole, Veruca Salt and Moist. The hook is that the beach party will be held in Tuktoyaktuk, Northwest Territories, a remote village of 1,000 people 200 miles north of the Arctic Circle, and Molson will offer 200 trips there.

Molson, which says it will spend $10 million on the promotion, broke print this month and TV on Saturday with radio and Internet elements also running.

TV and print advertising was done by Encore Encore Strategic Marketing, Toronto, which also did advertising for a similar Canadian promotion.

Young & Rubicam, New York, Molson's U.S. agency, did an Internet site at http://molsonice.com that Molson claims is the largest of any brewer on the web.

Consumers will be able to go through 30 screens and can e-mail entries to the contest.

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