Events company Concerto is hosting pop up venues at landmarks like King’s Cross and the Tower of London, where fans can soak up the atmosphere while watching the athletes on big screens.
And Halewood brands will be at the forefront of the venues, which mimic the Olympic National Houses created to house athletes and VIPs from each country.
International sales and marketing manager James Wright, for Tsingtao beer at Halewood International comments: “Our aim is to expose Tsingtao, Crabbie’s, Whitley Neill, Lambs and the other Halewood International brands to over 50,000 people over the 17 day period at House of Nations.
“The partnership will drive trial and repeat purchase with existing and new audiences, both internationally and at home.
“We believe The Concerto Group is the perfect partner to enable us to showcase our portfolio in a premier and unique setting.”
Branded Tsingtao table tennis tables, merchandising and support teams will also tour the country to encourage people to “Challenge the Dragon” as Halewood aims to drive 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.