Radio Nova, Molson Canadian and ‘The Long Weekend Play’

As the long weekend gets closer and closer, we’re delighted to be kicking off a great collaboration with Molson Canadian to start the weekend!

Entitled ‘The Long Weekend Long Play’, it will see Nova roll out a ‘360’ advertising campaign over the next number of bank holiday weekends that incorporates radio sponsorship, digital, social media and programming, with the aim of driving awareness of the Canadian lager amongst Dubliners.

As part of our weekend theme to convey the brand values of Molson Canadian, we’ve taken one of the most-recognisable features on Radio Nova – ‘The Classic Album’ and will broadcast four albums in their entirety over the the long bank holidays weekend. These albums will convey the brand values of Molson Coors, while also giving our listeners a treat. Listen out for ‘Reckless’ from Bryan Adams, ‘Fleetwood Mac’ by Fleetwood Mac, ‘Business as Usual’ from Men at Work and ‘Foreigner 4’ from Foreigner – all played in their entirety, without interruption and sponsored by Molson Canadian.

We’ll also be incorporating weekend sponsorship branding over the three days as well as a website takeover and advertising takeover on our smarphone apps, now downloaded by 172,000 people! In addition, we’ll broadcast commercial-free on Monday afternoon, in order to further associate Molson Coors with this long weekend, with strong branding for our Canadian friends.  Finally, as part of the promotion, our Rattle & Hummer promotional street team delivered lovely Molson Canadian to advertising agencies today – all very well received no doubt! Unfortunately, none left for us though 🙁

With 11% of the Irish lager market Molson Coors has been successfully building up market share since it opened for business here in 2009. Over the past three-and-a-half years the company has invested over €25 million in Ireland and now employs over 70 people.
The 53 year-old beer brand, Canada’s most iconic lager, was officially launched in the Bailey in Dublin last month and represents the biggest lager launch Ireland has seen in over a decade.

We’re definitely looking forward to the weekend here at Nova Towers!


Molson Coors & Radio Nova
Molson Coors & Radio Nova


Category: Marketing


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Article by: Radio Nova Blog