UK: Carlsberg launches on-pack promotion for Wembley Stadium opening

Carlsberg is to launch a Billington Cartmell-created on-pack promotion to the opening of the new Wembley Stadium, Brand republic published February 2.

The drinks firm is offering a pair of Wembley season tickets via promotional packs of Carlsberg and Carlsberg Export in Asda stores from the middle of February.

Billington Cartmell has created an instant win mechanism for one particular pack of Carlsberg, which will entitle two people to attend all sporting and music events held at the £793m stadium, between August 2007 and July 2008.

Carlsberg, an official sponsor of the England football team, said it is also offering £1-off vouchers with every purchase of the promotional packs for the duration of the campaign.

Bruce Ferguson, account director at Billington Cartmell, said: "Carlsberg is now acknowledged as the official beer of English football and, with all the excitement surrounding the scheduled opening of Wembley Stadium, this promotion is guaranteed to create a huge impact."

When the Wembley Stadium, which is due to open this summer, is finally unveiled, it will be the most costly built venue in the world and seat up to 90,000 people.

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