Halewood International has teamed up with events company Ultimate Experience, in a partnership that will see Halewood’s portfolio offered at premier games viewing platforms throughout London 2012.
The partnership will feature some of Halewood’s most iconic brands; including Tsingtao Beer, Crabbie’s Alcoholic Ginger Beer, Lamb’s Rum and Whitley Neill Gin in the Concerto Group’s House of Nation’s ‘pop up’ venues; designed to follow the format of the National Houses created for the Olympics.
The venues, situated in prime locations in the Moat at the Tower of London and King’s Cross, will offer exclusive hospitality options for pre, during and post games viewing and entertainment.
Tsingtao will lead the brand’s partnership with the launch of ‘Dragon Masters’, an experiential campaign that will take Tsingtao into venues over the next six months.
Branded Tsingtao Table Tennis Tables, merchandising and support teams will tour the country to encourage people to ‘Challenge the Dragon’; aimed at driving trial and repeat purchase across key UK cities. The campaign will be supported with social media and PR activity and is expected to reach in excess of 10 million people.
In London, people attending The House of Nation’s will be invited to ‘Challenge the Dragon’ to win a bespoke Tsingtao Table Tennis Table, for achieving the highest score against fellow competitors. They will also get to meet Olympic athletes, win promotional merchandise and see the Olympic Torch.