Coca Cola is partnering with Carlson Hotels for a March Madness promotion. Game pieces, codes, hotel stays, packages that include Coca Cola and gift certificates to T.G.I.Friday’s. This is one that should have significant traction. The promotion makes sense, is on brand and has a focused target with clear desired behavior. Sometimes this stuff isn’t rocket science. But when done well, there is an elegance to it.

Here is some of the data that argues for success if the promotion is executed well:

“Fifty-three percent of college basketball fans travel at least once per season to watch their favorite college basketball team, and an amazing 64% of those fans are willing to travel up to 250 miles when doing so,” said Peter Goldreich, Carlson’s vp-marketing and communications.

In a Carlson survey of 2,300 frequent guests at Radisson and Country Inns & Suites completed last month, 48% dubbed the Men’s NCAA Basketball Tournament as the most exciting sports championship. The Super Bowl was selected by 28%, followed by the NCAA football’s national title game, 12%; the World Series, 7.5%; the Stanley Cup Finals, 4.1%; and the NBA Finals, 3.4% (according to Brand Week).