Heineken has launched an off-trade promotion to drive sales during this year’s UEFA Champions League.
The on-pack promotion, in-store for the knockout stages that kick off on Tuesday (February 21), will offer the chance to win Dream Seats - exclusive season tickets to a chosen club’s home and away matches for the 2006-2007 UEFA Champions League season.
“With Dream Seats, Heineken is offering the off-trade an exciting promotion, creating at-home drinking occasions around the UEFA Champions League and opportunities to increase sales and build the premium lager sector,” said Chris Duffy, Heineken UK’s customer marketing controller.
Heineken is also launching a campaign to promote its sponsorship of the tournament, including new TV break bumpers and continued sponsorship of ITV and ITV2’s interactive digital coverage.