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COORS IN BRAND CAMPAIGN DRIVE WITH EXPERIAN
Nottingham, UK, 19 February 2008 - Coors Brewers has further strengthened its relationship with Experian® with a new project that will see the global information services company help drive the UK marketing campaigns for the brewer’s Carling, Coors and Grolsch brands.
Coors will use Experian Fusion, the company’s campaign management system, to centrally plan, execute and manage digital and offline brand marketing campaigns aimed at the millions of members of its Carling, Coors and Grolsch web sites. Powered by Elements, Experian’s world-class marketing software, and fuelled by Experian’s broad range of marketing data, Coors will have at its disposal Fusion’s array of insight tools, a cleansed consumer universe and a full campaign history.
Furthermore, the project will also see Experian’s customer intelligence consultants working closely with Coors to deliver a bespoke modelling and segmentation programme to generate further campaign performance uplift.
Nicola Young, Director of Marketing Communications for Coors, said: “Coors and Experian have enjoyed a long-standing and highly successful partnership and this project represents the next phase in our development. Experian Fusion will ensure that we communicate with our members on a one-to-one level, whether they want tickets to a gig at one of our Carling Academies or are Grolsch insiders wanting sneak previews of future products, and the chance to comment before they are launched. Providing us with the ability to deliver personalised content based on each member’s interests, it showcases precisely why Experian’s blend of innovative technology, insight and high-calibre consultants makes it the market leader and our marketing partner of choice.”
Chris Smith, Business Development Director for Experian’s Integrated Marketing division, added: “You only need to look at its campaigns to see that Coors is a real pioneer in consumer marketing and is using our integrated marketing capabilities to build and maintain loyalty across its brand portfolio. We are excited to be working with Coors on this project and ensuring that it always achieves the highest returns from its digital and offline marketing activities.”