Anheuser-Busch, manufacturer of Bud Ice lager, has signed up the
brand to sponsor London Transport over New Year’s Eve.
The package, worth around pounds 250,000, will mean free travel on
London’s buses and tubes over New Year’s Eve. London Transport claims
that around 2.5 million people will travel over that period. Last year’s
activity was sponsored by Nicorette.
Planned by BMP Optimum through Outdoor Connection, the campaign will run
for one month. The creative, through BMP DDB, shows Bud Ice as the
ultimate party beer.
From December 15 there will be 5500 posters across the London
Underground and Docklands Light Railway network, 600 bus Supersides,
11,000 bus interior panels and 1350 bus shelter panels.
James Lousada, marketing director at Anheuser-Busch, said: ’The free New
Year’s Eve travel sponsorship deal offers us an excellent opportunity to
reach a captive audience of party revellers.’