Pub landlords discourage drinking…

Granted, this sounds unlikely.

But hundreds of landlords happily co-operated with a pre-Christmas beermat ‘don’t drink and drive’ campaign last year, which used a photograph of a set of car keys in a beer glass.

The idea came from Emma Croxford at the London Borough of Newham's road safety unit, who contracted local media specialists, Project Media Associates (PMA) to design, produce and supply 25,000 beermats for distribution across the Borough.

Realising the wider potential of the campaign, PMA broadcast the idea to RSOs around the country and received similar orders from over 20 other local authority road safety teams, with more expressing interest for this year’s summer and winter campaigns.

PMA not only design and produce the beermats, but also distribute them on behalf of their local authority clients.

"Two factors make this an extremely effective publicity medium," says PMA’s Paul Hamblyn. "First, breweries have cut back on the supply of beermats to their outlets. And second our distribution database allows us to distribute to pubs and clubs by postcode, in city centre, urban or rural areas, and by type of outlet – those used by young people, family pubs and more traditional outlets."

Mintel, the advertising industry research organisation, estimates that on average a beermat message is read 16 times, making it an effective way to connect with people when they are in a relaxed and receptive mood. Depending on quantity unit prices start from as little as 6p.

Further details and samples can be obtained from PMA, 01908 217400, www.beermats.biz, sales@beermats.biz