Lucozade and Closer target universities

Marketing communications agency Billington Cartmell's event arm, Closer, has launched a roadshow for Lucozade Energy.

The roadshow forms part of an integrated promotion being handled by Billington Cartmell and ties in with Lucozade's first global sponsorship deal as the official drink of the FIA World Rally Championships.

Events kick off this month and will tour UK universities to target the drinks brand's core market of young, energetic consumers.

Consumers will be able to experience rallying through games consoles and radio-controlled rally cars. They can also enter a competition to win the chance to train as a rally driver and compete in the WRC Rally Australia.

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