Vickery boost for Bombardier

January 11, 2005: Gloucester and England rugby union prop forward and World Cup winner Phil Vickery has been signed up to front two trade promotions for Charles Wells' Bombardier brand.

The England vice-captain will feature in publicity materials to coincide with the Six Nations tournament, which runs from February 5 to March 19. Loyalty kits distributed to regular stockists of Bombardier in the two weeks prior to the competition will include Vickery's image on posters and tent cards, with an invitation to "represent your country" by drinking Wells Bombardier, the "Drink of England".

In these selected outlets, consumers will receive a collector card to claim a mini rugby ball for every five pints of Wells Bombardier purchased (terms and conditions apply). Participants will also be entered into a prize draw to win one of 15 signed rugby shirts, developed in association with Vickery and his Raging Bull leisure wear range.

A second promotional kit will be distributed to more than 2,000 pubs and bars ahead of St George's Day, with Vickery featuring on posters and banners carrying the strapline "prop up the bar" with Bombardier.

The premium cask ale leads the industry campaign for greater awareness of St George's Day and Vickery will also be portrayed on the Bombardier website during the Six Nations and into the St George's Day weekend.

Announcing the partnership, Charles Wells sales and marketing director Nigel McNally said: "Phil Vickery embodies the traditional English spirit which consumers associate with Wells Bombardier. As a highly influential member of the victorious England Rugby Union World Cup team, he has become the embodiment of patriotic passion and this makes him a great ambassador for Wells Bombardier, the 'Drink of England'."

Vickery said: "Wells Bombardier has established a strong association with Rugby Union and St George's Day among cask ale drinkers and I look forward to promoting its SixNations and St George's Day campaigns and endorsing its positive associations with being English."