Viacom Brokers Station Takeover For Heineken Rugby
Beer brand heineken is to take over all advertising opportunities at Cardiff Central station from today, tying in with its sponsorship of the European Rugby/Heineken Cup to capitalise on the arrival of thousands of sports fans to the city.
The takeover will see Heineken and Heineken Cup images placed throughout the station, with Heineken securing advertising rights for each of its 59 poster sites.
The massive branding exercise will include all standard sites, stair surrounds, stair headwalls, double-sided platform banners, and a landmark site. The advertising will also brand the station using banners and vinyl posters in an effort to gaim maximum exposure amongst 18-44 year old males on their way to the event at the Millennium Stadium in Cardiff.
“This station domination campaign is the perfect way for Heineken to capture and captivate fans as they arrive at the Millennium Stadium,” explained Nicky Cheshire, head of impact at Viacom Outdoor. “It reinforces the association with the rugby cup and creates a true sense of occasion from the moment fans alight from the train.”
The campaign will run for two weeks from today, covering the period for the Heineken Cup final. Approximately 33,000 visitors will pass through the station on each day of the event, giving Heineken enormous exposure to visitors in a relaxed and receptive mood.
Jon Lane, sponsorship manager at Heineken, added: “Sponsoring Cardiff station in the lead up to the Heineken Cup final is our way of not only celebrating one of the greatest rugby competitions but also enhancing the experience of the spectators.”
Viacom Outdoor: 020 7482 3000 www.viacom-outdoor.co.uk