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| | Marketing Magazine | Big Rock show |
 | | Until this year, however, Big Rock had no defined strategy for tracking the show's impact on sales or brand awareness, or to fully leverage all of the marketing opportunities the Eddies presented. |
 | | Although the brewery's products were always front and centre at the Eddies, this year Big Rock increased its efforts on brand awareness, launching its new packaging at the event and showing the company's 20th birthday video that highlighted Big Rock brands. |
 | | The brewery was also able to get more press attention says Button, who estimates the show received the equivalent of over $400,000 in free media coverage, including "one magazine that devoted almost its entire issue to the Eddies," and two dozen print stories and TV and radio interviews. |
| www.marketingmag.ca /magazine/current/in_context/article.jsp?content=20051107_71685_71685 (558 words) |
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