23 May 2011 - 10:33am | posted by | 0 comments

Heineken set for London-based marketing campaign around Champion's League final

An outdoor media campaign for Heineken to reinforce the brand’s sponsorship of the UEFA Champions League, which takes place this week, has been unveiled.

Created by 20/20 Productions, the campaign features the strap line ‘Open Your World’ and will run in London, where the final of the competition will take place at Wembley Stadium on Saturday 28 May, through digital and backlight sites on road, rail and air routes throughout the city.

This will include a mixture of 48 and 96 sheets, walkway and stairwell sites at Wembley Rail, Wembley Park Tube and Marylebone rail stations, London Underground advertising and large screen adverts at nine London Rail Terminals.

The campaigns will also be given prominence at sites in London Heathrow and Gatwick airports.

Pitch side perimeter advertising will also run to promote the brand’s recently launched TV commercial ‘The Entrance’, which will also run on TV during the match between Manchester United and Barcelona FC.

Media planning and buying fir the campaign is being overseen by MediaVest.

Rick Lawrence, marketing manager for Heineken UK, said: “This is a campaign with a scale and reach that truly befits the world’s most international beer brand and Europe’s most prestigious club football competition. On average, 75% of all London adults will each see the campaign activity twenty four times, driving awareness of Heineken’s premium credentials to an all-time high in the UK.”

Heineken has been the official sponsor for the UEFA Champions League for six years.

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