MEDIA: Bud Ice ties with LT for New Year

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.’

This article was first published on Marketing