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The Chinese New Year of Harbin Beer

Posted by: Creativematch Graduate Recruitment

Date added: Fri 09 Feb 2007

Harbin, a beer with origins tracing back to China's oldest brewery, is launching a Chinese New Year promotional campaign across London's West End.

The campaign will be led by a range of outdoor advertising. It will be supported by consumer marketing and point of sale activity.

Throughout Chinese New Year 2007 (February 18 - March 4) Harbin will dominate advertising space in Leicester Square underground station, a key site for visitors to London's Chinatown. Advertising creative for this campaign has been developed by Dynamo Marketing Communications.

The iconic Piccadilly Circus illuminated billboards currently featuring Budweiser will change to convey a Chinese New Year message from Harbin.

The above the line activity will be supported by consumer promotions in a range of London-based publications. Point of sale material will be distributed to Chinese restaurants and wholesalers. Retailer incentives throughout February will further extend the offer.

Created in 1900, Harbin Beer has a 4.8 percent ABV and is a medium-bodied premium lager brewed with Chinese and European hops, old-world style yeast and select grains. In 2005 Harbin earned the distinctive "China Top Brand" designation awarded by a committee of Chinese government officials, industrial associations, media and business professionals.

Anheuser-Busch, which acquired Harbin Brewery Group, Ltd. in 2004, brews and distributes the brand in China, the U.S. and U.K.

For more information: www.dynamo.net.uk

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