The award-winning student branded bar chain Varsity launches its 2009/10 campaign this week (26th Aug 09).

The 40-strong group of bars, operated by the Barracuda Group, will introduce the ‘live a little’ campaign ahead of students’ freshers weeks in September and October.  The campaign will give Varsity customers exclusive online discounts with brands such as Waterstones, mobile operator 3 and high-street shoe retailer Office.

Varsity launches a brand new marketing campaign every year to the latest intake of freshers students with a new look which includes point of sale, a new website and the all-important VCard loyalty card which is available from bars for £1.  Point of sale for the campaign is strong and eye-catching, focusing on ‘Banksy’ style illustrations of cultural icons and new to the campaign this year is the introduction of regular themed party nights, such as Super Heroes Party Night, Pyjama Party and Blues Brothers Party.

The 40 Varsity bar managers have been provided with a range of promotional items to launch the year-long campaign, from balloons, t-shirts and pens, through to Wii games consoles for competition prizes to engage with customers and raise awareness of the brand on campuses.

Head of Marketing, Myles Doran, said: “This campaign is all about having fun and keeping the offer fresh throughout the year.  Almost all retailers have been going down the heavy discounting route recently, but we have taken an alternative approach and looked at other ways to drive business.”

“Varsity bars have always focused on fresher activity at the beginning of term, but by introducing a series of party nights across the year we are creating more opportunities for our managers and customers.  With more than 750,000 cards sold last year, this will be the VCard’s eighth campaign, so we are getting bigger and better every year.”

Further information is available from the Varsity Bars website www.varsitybars.com

Pub operator Barracuda Group also launches its iCard campaign in September, which will roll out across more than 20 Barracuda Bars and other selected bars that will benefit from tactical marketing.  The campaign is hinged on bold statements, such as the four-pint pitcher promotion: ‘Kelly Brook or Cheryl Cole? Tough choice, ponder over it’ and has linked up with online retail partners including Blockbuster and Paddy Power.  It is the first time Barracuda has created another card to run across both branded and unbranded pubs and will operate in the same way as the highly successful VCard.