The heart of Dublin city centre has been transformed into a festive wonderland with the official launch of Après Dublin, Ireland’s first-of-its-kind Christmas party venue, which officially opened its doors to the public with a big launch night on Thursday 30th November.

Après Dublin is a new experiential initiative which is being supported by brand partner Coors Light, Dublin City Council and The CHQ Building and which was created by experiential agency Because.

The ambitious activation has seen the 1,000sqm George’s Dock venue, CHQ, turned into a giant custom-built ski lodge and festive village, with Après social activities and entertainment right at its heart.

The launch night featured with two of the stars of the Disney film Cool Runnings. Doug E. Doug and Rawle D. Lewis – who played Sanka Coffie and Junior Bevil in the classic winter film, which celebrates its 25th anniversary next year – invited fans to join them in an empty bathtub to recreate one of the most iconic scenes from the movie, which tells the tale of the Jamaican bobsled’s team’s journey to Winter Olympics glory.

The festive activation runs every night in Dublin until Saturday 23rd December, and is expecting a turn-out of over 50,000 people.

The seasonal delights on offer include an interactive Virtual Reality ski experience, a snow globe photo opportunity, a ski-lift photo booth, a Santa’s Grotto, carousel rides, and more. Mulled wine, handmade gifts and a range of foods are all for sale within the free-to-attend village, while a full Après band and in-house DJ provide a soundtrack each evening within the ticketed Après LODGE.

Special musical guests are set to include Spring Break, Cosmic Funk and Attention Bebe.

Après Dublin is also partnering with Irish charity Inner City Helping Homeless which provides resources and provisions to Dublin’s homeless. Organisers are providing a Christmas present wrapping service in return for donations to the charity.

Because is a creative experiences agency with studios around the world. Amongst current and past clients are Renault, Lego, Glenfiddich, BP, Reebok, Evian, Carlsberg and Dulux,

The picture shows Cool Runnings actors Doug E. Doug and Rawle D. Lewis with one of the guests at the launch of Après Dublin.

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Molson Coors has launched two linked Coors Light ice-themed promotions, fronted by Jean-Claude Van Damme. The latest offers consumers the chance to win ‘once-in-a-lifetime adventures’ to a rave in the Coors Light ‘Ice Cave’ in Les Arcs, France plus thousands of other prizes.

There are two separate prize promotions, one on-pack for the off-trade and the other entered via social media for consumers in the on trade.

The on-pack promotion involves consumers buying a promotional pack of Coors Light, then entering a Unique Reference Nunber (URN) found on the packaging at https://www.coorslight.co.uk/en/ice-cave. Weekly draws started in August and will run until the end of October 2016, with a final mop-up prize draw at the end of June 2017.

Five winners selected through the weekly prize draws will win a trip for themselves and three friends to a rave in the Coors Light Ice Cave in Les Arcs, including flights to Lyon, a range of activities, two nights’ accommodation plus the party itself.

Other prizes in the weekly draws include 25 Coors Light branded sunglasses, 2000 Coors Light Branded beanie hats and 75 Coors Light branded ski jackets. The prize for the mop-up draw is £500.

In the on-trade promotion, consumers have to buy a pint of Coors Light, take a picture of it and then post the image to Instagram or Twitter with the hashtag #ICECAVE. This promotion starts at the end of August and finishes on October 6^th 2016. Prize draws will take place every Wednesday from September 7^th through to October 7^th, with a total of eight winners.

There are 400 runners-up prizes of £15 worth of album downloads which can be redeemed via iTunes or Amazon.

Ali Pickering, portfolio brand director at Molson Coors, says: “For us, it’s not just about delivering refreshing, great tasting beer but ensuring we consistently reward our loyal customers with exciting brand campaigns and promotions, and ‘Party in the Ice Cave’ is no exception. Consumers will have the chance to embark on an incredibly unique experience that they’ll never forget.”

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