Tuborg is launching a £2 million “Urban Blitz” across the UK on-trade as a prelude to the upcoming festival season.

The campaign, through Tuborg’s integrated agency Billington Cartmell, is part of a major marketing investment in the brand this year aimed to broaden the brand’s presence and distribution in key towns and cities as the festival season begins.

The “Urban Blitz” takes place in nine major towns and cities for four weeks between April 26 and May 23 including Leeds, Bristol, Reading, Newcastle, Northampton, Nottingham, Edinburgh, Sheffield and Cardiff.

Using a mix of outdoor advertising and experiential marketing, and playing on Tuborg’s close association with live music, the campaign will encourage drinkers to visit Tuborg stockists in the selected town and city centres which are offering money off vouchers and chances to win tickets to major festivals and gigs this summer.

The experiential campaign will consist of special bicycle-operated Tuborg Tuk-Tuks visiting each of the nine cities (except Edinburgh) for one night only. The five vehicles will ferry people between participating bars and pubs with drivers handing out £1-off vouchers to passengers.

The outdoor campaign will consist of advertising on outdoor posters as well as phone box and bus adverts, all of which will be bespoke to each town or city – for example a poster ad will feature Tuborg as the centre of a gig scene screaming out: “Hello Leeds!”

Carlsberg UK director of customer marketing David Scott says: “The Tuborg “Urban Blitz” is the start of an incredibly exciting period of activity this summer for the brand and for live music lovers, as we build up to the Festival season.”

Tuborg is the official beer of several major music festivals this year, including Glastonbury, Reading, Leeds, Wireless, Download and Hard Rock Calling.