Heineken set to score with new on-trade Champions League activity

By Mike Berry

- Last updated on GMT

Heineken will be working with selected venues to produce their own specially created VIP watching areas
Heineken will be working with selected venues to produce their own specially created VIP watching areas

Related tags: Uefa champions league

Heineken has revealed its latest on-trade activity designed to help licensees make the most of the UEFA Champions League football and Heineken Cup rugby.

Leveraging the brand’s long-standing partnerships with the leading tournaments, this season’s support packages include new promotions which offer drinkers the chance to win tickets to matches, including the final.

The promotion calls consumers to ‘Match Your Ticket’ to be in with a chance of winning. Scratch cards will provide drinkers with the chance to match their ticket to win different prizes, which includes a pair of tickets to UEFA Champions League and Heineken Cup rugby matches, or the opportunity to watch the Heineken Cup final at Cardiff next May.

The in-outlet giveaways will be highlighted via posters, tent cards and drip mats. Launching in 2014, new out of home advertising and branded taxis in major cities will raise further awareness and encourage footfall to supporting outlets.

Increased sales

Andrew Turner, category & trade marketing director at Heineken, said: "Televised UEFA Champions League and the Heineken Cup games present the on-tradewith a unique opportunity to increase footfall and this promotion is set to help licenses really make the most of their sales.

"The new Heineken ‘Match Your Ticket’ promotion offers sports fans the chance to win money-can’t-buy experiences, which we are confident will excite consumers and deliver increased sales and footfall for licensees."

Heineken ​will also be working with selected venues to produce their own specially created VIP watching areas, giving football and rugby supporters the chance to win the best seats in the house.

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