Heineken will launch world-wide 007 marketing campaign

31 May, 2006

Heineken International today announced that it has partnered with EON Productions and Sony PicturesEntertainment to launch a world-wide promotional campaign for the 21st James Bond film, Casino Royale.

The campaign will include a television commercial featuring Eva Green, who stars as Vesper Lynd in the film. The ad directed by Oscar winning director Steven Gaghan will be shot on the Casino Royale set in the Czech Republic and will be broadcast in 30 and 45 second versions on TV and cinemas through-out November and December 2006.

The promotional campaign will also comprise on- and off-premise promotions, interactive and digital activities, radio promotions, consumer competitionsand tie-ins with local Sony publicity and promotional events. The promotional campaign will be activated in approximately 40 countries worldwide. Heineken beer will also featured in scenes from the movie.

Peter van Campen Director Group Commerce, Heineken International said of the partnership, "we are very excited to continue our long-standing relationship with the Bond franchise, which is the longest and most successful film franchise in history. The global promotional campaign for Casino Royale, will be activated in our key markets and is a core activity in our plans to accelerate Heineken brand equity and growth."

Eva Green star of Casino Royale, said of the campaign, "I'm delighted to be promoting Casino Royale in association with Heineken. Heineken continues to be a highly innovative partner in its support of film-making."

Casino Royale is scheduled for international release on 17th November and introduces Daniel Craig as the new James Bond.


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