Popular Michelob Ultra has finally arrived on Canadian turf, so Marketel is promoting the light beer across town.

Most of us can probably all agree that the most refreshing thing on a hot day is a nice cold beer. Now that Michelob Ultra is available north of the border, Marketel has rolled out a media initiative for the Canadian launch of the popular light beer! The campaign is aimed at those looking to quench their thirst with a healthier beer choice and features TV, OOH, and web elements focused on a healthy lifestyle.

In addition to prominent visibility at Montreal’s major traffic points comes a strategy focused on outdoor activities, primarily golf. The golf-centric initiative features OOH elements at golf courses in and around the city as well as a collaboration with RDS. Special feature segments, sponsored by Michelob Ultra, will be broadcast during televised golf tournaments all summer. The two-minute capsules feature Dr. Sylvain Guimond, renowned sports expert and practitioner who has worked with world-class athletes such as Tiger Woods, offering tips on how to improve your golf game as well as education on body physiology. These segments will also be housed on a Michelob-sponsored microsite. 

The campaign for the low-calorie beer continues online in the health section of Sympatico.ca with specially created, sponsored content geared towards men’s health and wellness as well as in the outdoor activities section of Les Affaires. You can also catch digital banners and wallpapers on other popular sites such as LaPresse.com and MeteoMedia.com. So in the spirit of kicking off summer and the launch of Michelob Ultra, cheers!