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Rainier Brewery hosts hydroplane competition.

Rainier Brewery hosts hydroplane competition

With $1.5 million in promotional support from the Rainier Brewing Co., the August 6 Rainier Cup unlimited hydroplane races at the Seafair festival exceeded projections for attendance, revenue and crowd cooperation, the brewer reported.

An estimated 300,000 spectators crowded the shores of Lake Washington in Seattle to see hometown driver Chip Hanauer drive the Circus Circus hydroplane to victory.

Paid admission rates were up 35-percent, non-admission revenues doubled, television viewing captured a 58-percent share of the market and the crowds were one of the most polite in more than two decades, according to Seafair Managing Director Bob Gobrecht in describing the state of Washington's largest sports event.

Rainier Brewing backed its primary summer promotion with one-half million point-of-purchase items, a sweepstakes promotion and heavy media buys featuring three television spots and two radio commercials, plus an outdoor advertising design.

"Our field sales team and our wholesalers report that the past two months' retail exposure and display activity, prompted by Rainier's tie-in to the race, was the most extensive in the brand's history," commented Bruce Vaughan, president, Rainier Brewing Co. "In addition to direct beer sales, we have entirely achieved our goals for brand exposure, community goodwill and community involvement."

Promotional exposure for the Rainier Cup included everything from 70 outdoor billboards and 5,000 "Welcome Race Fans" banners to more than 1,200 radio and TV spots leading up to the race, Vaughan explained.
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Publication:Modern Brewery Age
Date:Aug 28, 1989
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