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Carlsberg Sponsoring Åre 2007

Client: Carlsberg
Agency: PS Communication

Overview / Objectives

The Alpine World Ski Championships were held in Åre in 2007. The event was the largest to take place in Sweden for many years. Some 563 million viewers saw the championships, 697 hours of coverage were broadcast in 24 countries (according to the EBU).

Strategy / Solution

PS Communication worked with several sponsors on site, supporting them with activation and marketing in various ways - Carlsberg, Telia, Carnegie, SAS, Expressen, Bauhaus and Solifer Polar.

Results

  • Strengthen the association between Carlsberg and "Probably the best after-ski in the world"
  • Strengthen the association between Carlsberg as the premium beer brand and its core values
  • Increase sales of Carlsberg at restaurants and in-store