Pilar Montenegro kicks off Corona Extra’s summer promotion.
June 6, 2006
Corona Extra kicks off its promotion, Destapa El Verano, at New York’s Crobar on July 6. It continues into eight more markets and will offer a new twist—a dance contest. Each market will host retail visits by returning spokesmodel Pilar Montenegro, who will sit on the judge’s panel for the semi-finals contest.
“We are relaunching the Destapa el Verano theme, but the promotion is introducing a whole new level of excitement,” said Robert Cevallos, Ethnic Marketing Manager. “While the promotional parties offer attendees a night of fun, the dance contests offer us another point of connection to our consumers in addition to the music.”
New York is the first stop for the Corona promotion, which will advance its party team to Miami, Dallas, Charlotte, Austin, Orlando, Atlanta, Houston and DC. The final dance contest, in which all semi-finalists will perform, will end on stage with Pilar when she goes to Houston to perform at Escapade 2001 on August 31. The judges will make a public decision at the concert and award the grand prizes to winners: a one-year membership at the Arthur Murray Dance Studio; $5,000 cash; and a contract to perform on tour with Pilar.
