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Heineken sends you to South Africa to see the UEFA Champions League Final Moscow 2008

Bucharest, 13 February 2008

Heineken reinvents the experience of viewing UEFA Champions League Final from Moscow with its highly innovative, one-of-a-kind promotion. “Touch a star and you can go to South Africa” unusual promotion offers Romanian football fans a spectacular opportunity: a 3 days trip to South Africa to see the UEFA Champions League Moscow Final.

Following the concept, Heineken and UEFA Champions League are enjoyed together around the world in unique places and last year’s successful Fly to the Secret Final promotion, when fans from all over the world were enjoying the Heineken experience in Iceland, 10 Romanian football fans will see the UCL Moscow Final 2008 under the sky full of stars of South Africa.

The promotion is so unusual because, for the first time in the history of promotions, the UCL final is taken out of its context and placed into an extremely different, surprising, but unique and exotic setting that offers an over-the-top experience of watching a football game. And because the beauty of a journey is for the traveler to make discoveries by himself, Heineken will not reveal the secrets of South Africa experience except that the winners will get to meet there Heineken and football fans from all over the world!

Edwin Botterman, President & CEO Heineken Romania: “It’s all about experience. Heineken felt the need to surprise its consumers (UCL- fans), to offer them something new, something fresh, a breakthrough. And this promotion idea seemed perfect. Not just it fitted perfectly the idea that Heineken and UCL are enjoyed together around the world, but it also built on the international premium status of both Heineken and the Champions League and offered a whole new experience for our consumers”.

The main activation tool of the promotion will be www.championsplanet.ro website where one can pick up a star and find out if he won or not!
The whole “Touch a star and you can go to South Africa” promotion mechanism is available on www.championsplanet.ro. Consumers can find here all the information about the promotion, updated info about the championship (including a quizz for the real football lovers) and pictures from last year’s experience.

“Touch a star and you can go to South Africa!” is a fully integrated communication campaign, including online channels (dedicated website, web banners), TV, Outdoor, print, radio and creative and innovating communication materials in outdoor and materials at the point of sales along with PR activities.

The promotion is organized between the 15th of February and the 30th of April being a product related promo. Consumers send the promotional code found on the packaging of the Heineken products by SMS or via their account on www.championsplanet.ro. The UCL final will take place on 21st May.

Heineken has been able to remain one of the world’s leading consumer and corporate brands for more than 130 years, being present in almost every country in the world.. In Romania, the brand is part of the Heineken Romania portfolio, along with Zipfer, Gösser, Schlossgold, Silva, Ciuc, Golden Brau and Bucegi brands.