NEW YORK, June 28, 2021 -- Now boarding flight #85 (calories, that is) to a summer free from oversized luggage fees. As travelers and outdoor enthusiasts get back to their regularly scheduled adventures, the first nationally available USDA certified organic lager, Michelob ULTRA Pure Gold, wants them to worry less about the stress of getting their gear to their next destination and more about enjoying the thrilling outdoor adventures that await them.
This summer, Michelob ULTRA Pure Gold wants to “Board Your Gear” so adventurers from SUPers and surfers, to cyclists and golfers can focus on their next nature-filled experience without all the pricey oversized baggage fees that come with bringing their own gear.
“The anticipation of getting back to travel has been building and summer is ripe for outdoor adventure,” said Ricardo Marques, Vice President of Marketing, Michelob ULTRA. “The Michelob ULTRA Pure Gold ‘Board Your Gear’ campaign will help allow those who are traveling to their long-awaited adventures to focus on the experience that awaits them out in nature with friends and great beer and not worry about the cost of getting their gear there.”
To familiarize explorers with the process of how to “Board Your Gear,” travelers are encouraged to buckle their seatbelt and view this video courtesy of the Michelob ULTRA Pure Gold crew. The brand will cover baggage fees for pro athletes and amateurs alike looking for their next outdoor thrill, including:
Outdoor adventurers can simply post a photo on Twitter or Instagram using their outdoor gear with #BoardYourGear, #Sweepstakes and @MichelobULTRA for a chance to have Michelob ULTRA Pure Gold to cover their oversized baggage fees this summer.
“As someone who is constantly flying with at least one surfboard bag, I’m pretty excited about Michelob ULTRA Pure Gold’s new initiative,” said John John Florence, two-time world champion surfer. “It’s encouraging surfers, bikers, and golfers to get back out to enjoying the nature that makes the sports we love possible, without having to worry about additional costs to get your gear there.”
“Board Your Gear” is a 360 marketing campaign that will include PR, OOH, social and experiential popups in key airports, as well as one :30 film and three :15 films that focus on surfing, biking and hiking. All can be viewed on Michelob ULTRA’s YouTube.
Michelob ULTRA Pure Gold’s “Board Your Gear” initiative is part of Anheuser-Busch's "Let's Grab A Beer" platform that aims to make the moments we come together over a beer even better. Learn more about "Let's Grab A Beer" on the Anheuser-Busch newsroom.
About Michelob ULTRA
Introduced in 2002, Michelob ULTRA is currently the fastest growing beer brand in the United States by share and the No. 2 beer in the industry by dollar sales. With just 95 calories, 2.6 carbs and no artificial flavors or colors, it is a superior light beer that celebrates the active, balanced lifestyle of its drinkers that includes both fitness and fun. Michelob ULTRA's choice of grains and extended mashing process leads to its refreshing taste and fewer carbohydrates. It is brewed with the finest barley malt, rice, hops, and a pure-cultured yeast strain, all of which reflect Anheuser-Busch's commitment to brewing quality. Michelob ULTRA reminds you to always drink, and sweat, responsibly.
About Michelob ULTRA Pure Gold
Introduced in 2018, Michelob ULTRA Pure Gold is a USDA-certified organic light lager with organic ingredients sourced from the finest farms. At just 85 calories, 2.6 carbs and a superior golden taste, Michelob ULTRA Pure Gold is the first organic beer from a national brewer. As of 2020, Michelob ULTRA Pure Gold is brewed with 100% renewable electricity from solar power.
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