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.
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