By Ian Neubauer
The United Inn-Keeper Association has announced the first national advertising campaign of its Thirsty Camel banner group with the upcoming sponsorship of V8 Ute Series driver, Craig Dontas.
Dontas will debut in a distinctive green Thirsty Camel ute at the Clipsal 500 in Adelaide on March 19, 2009. His debut will be accompanied by an advertising campaign and consumer promotion to be rolled out on a state-by-state basis.
United Inn-Keeper Association CEO, Garth Wisher, said the irreverent nature of V8 Ute Series racing made it an ideal medium for promoting Thirsty Camel.
“When we looked at the V8 Ute Series we saw that it had a distinct personality — fun, full of character and a little bit mad — which fits perfectly with the Thirsty Camel brand,” he said.
“Everyone at Thirsty Camel is very excited about the V8 sponsorship and the opportunities it will bring. And with Craig, we have a top ten driver so we are delighted he is associated with our brand. We look forward to him performing well in his Thirsty Camel Ute. He will make an excellent ambassador.”
Wisher said Thirsty Camel would also be involved in other promotional campaigns in 2009 and beyond that, would appeal to a wider demographic and “not just petrol heads”.
There are currently 420 Thirsty Camel liquor stores trading in Australia.