Tiger Beer UK is embarking on its first TV sponsorship as part of an overhaul of its marketing strategy.
The shake-up will see Tiger’s investment in its UK brand increase to £5m for the year, with a range of new activities planned across website development, sales promotions, PR, consumer events, advertising and a beer sampling programme.
The beer brand’s move into TV sponsorship will see it become the exclusive sponsor of Sky Movies Indie (Independent) channel. The activity starts in April and will involve Tiger’s sponsorship credits appearing in up to 10 movies on the channel every day along with sponsorship accreditation on trailers.
The company says the move is “in line with the current strategy supporting Asian film through screenings and sponsorships”.
Tiger has also struck a deal with UK lifestyle channel Discovery Travel & Living to sponsor chef Anthony Bourdain’s series, in addition to revamping its website and launching an advert-ising campaign through media sites such as Cool Hunting, Urban Junkies and LoveFilm.
Steven Greaves, marketing manager at Tiger Beer UK, says/ “We believe our investments across all aspects of the business will equip us to become the leading Asian beer in the UK.”
The company’s plans will be supported by its creative agencies, which include Golly Slater Promote, Onscreen Creative & Marotori. Rocket PHD handles its media planning and buying in the UK.