Whitbread is beefing up its online investment tenfold and is taking
a number of its core brands onto the internet as part of a major
The brewer has appointed Motive Digital Services and web agency Lateral
to develop online campaigns for Boddingtons and Heineken.
The brief is to extend the existing TV campaigns and build a new
communications platform for the brands.
The drive will see Whitbread increase its internet spend from less than
pounds 100,000 to over pounds 1m next year.
Philip Rumbol, director of brand communications at Whitbread, said: ’The
internet is a medium used by our target audience of young adults and is
a core part of our activity. We’ve made a conscious decision to take our
net activity from the fringe and place it at the heart of our
The first element of the activity is to focus on building the
personalities of the stars of the Boddingtons TV ads, Claudia and Graham
The characters will have their own chat room as well as featuring in
sketches. In time, a fully branded site will offer merchandising
Heineken is using banner ads on other web sites to invite surfers to win
their share of Heineken’s ’sponsorship budget’ for the Rugby World Cup.
This article was first published on Marketing