Our brief was to add value and excitement to one of Ireland’s iconic brands with a family orientated consumer promotion. The promotion needed to be based around a healthy, activity-based consumer reward.
We chose over 40 of Ireland’s leading family-oriented activity centres as the focus of our promotion. By redeeming on-pack tokens customers received a free passport book – Kellogg’s Passport to Fun – which contained vouchers for substantially discounted entry to Dublin Zoo, Aillwee Cave, Dunbrody Emigrant Ship, Lough Key Adventure Park and many more.
This promotion generated an enormously positive response from customers with over 12,000 Passports to Fun sent out within 3 months of launch.
