By Amy Looker

The Thirsty Camel chain of bottleshops is set to launch its biggest consumer promotion to date across New South Wales, Victoria and Tasmania.

The ‘Esky of Cash’ promotion will see Thirsty Camel take to the airwaves on Network Ten on Wednesday nights, or ‘Hump Day’ in October and November to give away a total of $35,000 in a lottery-style draw.

The 30-second slots will air on Wednesday October 31, Wednesday 7 November and Wednesday 14 November, giving away $5000, $10,000 and $20,000 prizes respectively.

The ‘Esky of Cash’ campaign (pictured below) has been developed to introduce customers to Thirsty Camel’s Hump Club loyalty program, which has been the cornerstone of the group’s marketing strategy since its launch nine months ago.  [continues below]

“This is definitely the biggest campaign of the year and timed to hit both the upcoming Spring Racing Carnival and summer time. The cash pool is huge and drawing the names live on air makes the marketing of this promotion really fun and fits our brand values,” Thirsty Camel’s marketing manager, Leah Menzies, told TheShout.

“This promotion is quite different for a liquor retail band to do and ties into our Hump Club Loyalty Program. We’ve had 30,000 consumers sign up in the nine months since we launched, and we expect about 10,000 more customers to sign up on the back of the campaign. Once consumers enter, they go into all three draws, so the earlier register, the more chances they have to win the prize.”

The campaign directs entrants to and will be activated through 180 Thirsty Camel locations in New South Wales, Victoria and Tasmania.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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