The campaign starts in London on Monday

The campaign starts in London on Monday

Heineken is launching the first stage of a six-month advertising campaign in London next week to promote its flagship lager.

The 'Open Your City' initiative starts on Monday (14 July) with a weekly, double-page spread in free London newspaper Metro. The campaign, which encourages Londoners to explore the city, will also be promoted on Metro's website, through a 'London Unlocked' hub.

The wider campaign will feature TV, national outdoor and press advertising, sponsorship, digital and traditional PR, as well as a limited-edition bottle, the Dutch brewer said.

The activity is part of Heineken's 'Cities of the World' global initiative, launched in May.

The firm is also teaming up with cinema chain Everyman and street food firm 'Street Feast' at Battersea Power Station for a seven-week outdoor cinema and street food event until 31 August.

Jacco van der Linden, marketing director for the Heineken brand, said, “Our ambition with our ‘Open Your City’ campaign is to unlock London for our ‘Men of the World’ through premium experiences."