Bacardi Breezer to sponsor New Year tube travel

Bacardi Breezer has signed a pounds 700,000 deal to be the sole

sponsor of London Transport over the Millennium celebrations and will

fund free bus and tube travel home for central London revellers on New

Year’s Eve.

The Bacardi Breezer campaign, created by McCann-Erickson and sold

through Universal McCann, will begin with a low-key launch on December 1

on panels inside tube trains and roll out on December 6 with 48-sheet

posters, cross-track posters and bus-sides. The campaign will run until

January 3.

Bacardi Breezer will feature on three million brochures and 300,000

leaflets, produced by London Transport, about travel in the city over

the new year period.

The drink’s promotions will have a presence at bus stop timetables. The

deal covers the entire London network, including zones one to six.

Free travel will be available from 11.45pm on December 31 to 4.30am on

January 1.

The cost of the millennium campaign is up considerably on 1998’s figure.

This article was first published on Marketing