UK: Stella Artois sponsorship takes to new heights

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Stella Artois is to sponsor a "state-of-the-art" airship this summer in the UK, in a bid to raise its consumer profile during a key period for lager sales.

The Stella Artois initiative offers 1,500 available seats for flights over London, and will take to the skies on 10 July for six weeks of flights.

Andreas Hilger, marketing director of InBev UK, said: "Stella Artois is renowned for its innovation and pioneering spirit and this sponsorship maintains that track record of cutting-edge achievement in spectacular style.

"The unique nature of this sponsorship will create an enormous amount of consumer interest and media 'noise' around Stella Artois over the summer months, the prime time for lager sales."

The 75-metre long Stella Artois airship will undertake between five and eight flights each day between 10 July and 21 August travelling at speeds of 30-40mph at a height of around 300m. It will carry 12 passengers, a pilot and one crew member on three different routes - with a duration of 30, 45 and 60 minutes respectively - all starting from Upminster airfield in north-east London.

Hilger added: "This initiative reinforces the brand's 'Pass on Something Good' ad campaign by providing Londoners and tourists with the opportunity to enjoy a pioneering experience and will enhance their relationship with Stella Artois in the long-term."

Prices for flights range from GBP185 (US$363) for the 30-minute trip to GBP295 for the 45-minute route and GBP360 for the hour-long flight.

Sectors: Beer & cider

Companies: Anheuser-Busch InBev

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