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South African TLC rolls out in-your-face Brandhouse’s ‘responsible drinking’ OOH initiative
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network2media Bureau   
Monday, 17 January 2011 09:00 (IST)
JOHANNESBURG: Manufacturer and distributor of alcoholic beverages, Brandhouse, has selected Primedia Unlimited subsidiary TLC, to include washroom advertising as part of its holistic campaign to promote responsible drinking during the festive season.

Mainly targeting men between the ages of 18 and 40, the campaign has been brought to life via TLC’s Nightlife venues, where alcohol is consumed.

“This campaign is extremely effective in these venues,” says TLC’s Brett Tucker. “Brandhouse is drawing attention to the dangers of drinking and driving, exactly at the point where alcohol is purchased and consumed,” he adds.

The campaign ran from December, through to the Easter period in April 2011 on TLC’s Mirror Media across 86 style bar nightlife venues. “Mirror Media has been combined with our innovative Door Wraps, to create maximum impact,” says Tucker.

“The high impact campaign will reach roughly 600 000 male consumers monthly, combined with the exclusive advertising environment, the campaign is bound to ensure significant results for Brandhouse,” Tucker concludes.



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