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Steam Makes Liverpool Green For John Smiths Grand National

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Liverpool has taken on a green tinge as part of the promotional campaign for the John Smith’s Grand National at Aintree.
It has been created by Heineken UK’s London-based roster agency, Steam and will involve more than 150 outdoor sites in and around the city, as well as track-side and in-bar advertising.

“The people of Liverpool are famous for their wit and humour and we hope the campaign will bring a smile to the faces of racing fans, shoppers and commuters alike,” said Gareth Turner, senior brand manager, John Smith’s at Heineken UK.

“The focal point of our campaign is a 7-storey high poster on the city centre Holiday Inn that dramatises the humorous side of racing featuring a giant image of Smithy the Horse, the face of John Smith’s racing, with the line, ‘It’s the John Smith’s Grand National – so why the long face?”

The campaign will run for 2 weeks around the event on April 8th. Stands at the venue have also been branded green, with the wording: “In case you weren’t absolutely sure, John Smith’s are proud sponsors of The Grand National.”

“This campaign is a fantastic example that showcases the brand’s No Nonsense humour and demonstrates how brand equity can be built through leveraging sponsorship properties,” added Joe Rolls, Steam group account director.

Around 150,000 spectators will head to Aintree this year, with the race attracting a worldwide audience of 600m people in 140 countrie

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Tuesday, June 27, 12:08 am

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