Heineken is launching the first stage of its ‘Open Your City’ campaign on July 15 with a six-month partnership with Metro entitled ‘London Unlocked’. Metro and Heineken will produce a new double-page spread, every Monday starting on today, which will be a guide to the best events and experiences in London this week, enticing London audiences to get out and explore the varied events and locations that London offers including Lovebox, secret gigs and urban art fairs.
The Metro partnership is part of a fully integrated campaign designed to encourage consumers to cross borders and to explore their city. The campaign runs for the next six months and will feature TV, national outdoor and press advertising, sponsorship, digital and traditional PR, as well as a limited-edition bottle.
The campaign will be further developed online to Metro’s 14.4m UK unique browsers. There will be a ‘London Unlocked’ hub on metro.co.uk which will house weekly, sharable content dedicated to getting the most out of London.
This month Heineken is also teaming up with Everyman and Street Feast to open Battersea Power Station for a seven week outdoor cinema and street food event at the Battersea Pop-Up Park in front of the towering power station until August 31. This will be the last summer the public will have access to the Pop-Up Park at Battersea Power Station before redevelopment ot the 42-acre site progresses.
Jacco van der Linden, marketing director at 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.”