Heineken Bonds With CASINO ROYALE
AMSTERDAM, THE NETHERLANDS -- (MARKET WIRE) -- 05/29/2006
Heineken International today announced that it has partnered with EON
Productions and Sony Pictures Entertainment 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 competitions and
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.