Chinese brewer Tsingtao is aiming to up its UK profile with the launch of a new month-long cinema ad campaign. 

The ad, which launches in around 3,000 UK cinemas today (24 January), features British model and actress Amy Jackson and actor Jamie Cho taking part in a game of ping pong. The push is part of a bid to attract consumers to Tsingtao's 'Dragon' Ping Pong tournaments, based around the brewer's robotic ping pong figure, the Dragon Master, the brand's UK distributor Halewood International said today (24 January).

Total spend on the campaign was not disclosed. 

James Wright, Tsingtao's  international sales & marketing controller, said:“The advert will also align the brand with an upmarket and younger audience during Oscar season, and convey the excitement of the upcoming Dragon Ping Pong events taking place across the UK.”

Last August, Tsingtao, which is 20%-owned by Japan's Asahi Breweriesposted a healthy lift in both sales and profits for the first six months of 2013.

Expert analysis

Tsingtao Brewery Company Limited - Mergers & Acquisitions (M&A), Partnerships & Alliances and Investment Report

Tsingtao Brewery Company Limited - Mergers & Acquisitions (M&A), Partnerships & Alliances and Investment Report

MarketLine's Company Mergers & Acquisitions (M&A), Partnerships & Alliances and Investments reports offer a comprehensive breakdown of the organic and inorganic growth activity undertaken by an organi...read more