California Red promotion

This seems an interesting promotion idea. Work Hard Play Hard is the theme and it takes a segmentation approach to targeting different professions with different promotion mechanics. Check out its website. The first promotion targets people in the insurance industry with a singing competition. There will be more promotions addressing people in the telecommunications, tourism & hotel, property and retail industries. If it is able to come up with promotion mechanics that are really relevant to the people in the respective industries, it will be a successful promotion. It's not going to be easy though.

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