Heineken and Metro partner for six-month campaign deal
Heineken and Metro have teamed up to launch a six-month integrated campaign for the beer and city producer's Open Your City marketing push.
The campaign, called London Unlocked, will see the brands produce a new double-page spread each Monday from 14 July, which will be a guide to events and experiences in London that week in a bid to 'entice' London audiences to get out and explore the events and locations that London offers.
TV, national outdoor and press, sponsorship, digital, PR as well as a limited edition bottles, form part of the campaign, along with a ‘London Unlocked’ hub on Metro's website, which will house weekly, sharable content around the same theme.
Jacco van der Linden, marketing director, Heineken, said: “Our ambition with our ‘Open Your City’ campaign is to unlock London for our ‘Men of the World’ through premium experiences.
"We know they are hungry for new experiences and this campaign looks to motivate and inspire them to step out of their comfort zone and explore the villages that make up London from Shoreditch to Brixton and Camden to Battersea.”
This month Heineken is also teaming up with Everyman and Street Food to open Battersea Power Station for a seven-week outdoor cinema and street food event at the Battersea Pop-Up Park until 31 August.