Marketing On-trade

100 pubs participate in Captain’s Island promotion

During September and October, Captain’s Island, Captain Morgan’s latest adventure, saw 7,500 contestants from across Ireland attempt to find and earn five ‘keys’ which they then logged on www.facebook.com/CaptainMorganIreland for their chance to win an adventure on Captain’s Island in the Caribbean.

The winning Irish team from Belfast is now back from a secret location near St Vincent in the Caribbean where they battled it out in the Captain’s Island Challenge over three days against 12 other countries for a share of Captain Morgan’s €15,000 bounty.  The Challenge was eventually shared by the Czech Republic, the US and Costa Rica.

Over 2.5 million people ‘like’ Captain Morgan on Facebook and over 100,000 Facebook contestants participated in Captain’s Island across 13 countries. Outside of Captain Morgan’s Irish Facebook page, ‘keys’ could also be found through Captain Morgan’s online partners, on special ‘Captain’s Island’ promotional bottles in selected off-licences and at 100 participating on-trade outlets over the six week campaign.  All keys distributed by bartenders throughout the campaign were tracked via the Captain’s Island app on the Captain Morgan Facebook page.

From 100 bar outlets, Earth Nightclub at The Westcourt Hotel, Drogheda, Co Louth, led the way in key redemptions and so bartender James Winters won the opportunity to join the Irish crew in the Caribbean to play the role of Captain Morgan’s personal barman on his private island.  

James Winters stated, “It was an incredible honour to join the Irish team on The Captain’s Island. I think Captain Morgan was impressed too with my new Captain & cola serve suggestions”.

The Irish team was made up of three crew members – the leader, Ross McDonald, who entered The Captain’s Island challenge initially and then selected crewmates Calvin Holohan Doyle, Belfast and Jonathan Haggarty from Newcastle,  County Down.
To follow Captain Morgan’s adventures visit Captain Morgan’s Facebook page at www.facebook.com/CaptainMorganIreland.

James Winters, representing Earth Nightclub at the Westcourt Hotel, Drogheda, who won a trip to Captain’s Island thanks to his creative Captain Morgan serving suggestions.

James Winters, representing Earth Nightclub at the Westcourt Hotel, Drogheda, who won a trip to Captain’s Island thanks to his creative Captain Morgan serving suggestions.

Sign up for Drinks Industry Ireland

Get a free weekly update on Drinks Industry trade news, direct to your inbox. Sign up now, it's Free