The campaign kicked off on 11 May, while from 18 May the Heineken Cup trophy starts a tour of appearances at nine supermarkets in the area, finishing 22 May, the day before the cup final at Murrayfield.
PoS kits will be distributed to 165 grocery, off-licence and convenience stores in Edinburgh. The city centre will feature lamppost and billboard advertising, and 50 taxis will be branded with vehicle wraps.
The airport and station will also get the Heineken treatment, with the latter branded with billboard advertising, branded ticket gates, floor media and big-screen advertising.
Shaun Heyes, Head of Customer Marketing (Off-Trade) and Category Marketing at Heineken's Scottish & Newcastle UK division, said: "We are literally bringing Europe's premier rugby tournament to the heart of Edinburgh through our extensive advertising campaign and trophy tour."
Heineken launches marketing campaign for rugby final
Heineken has launched a marketing campaign in Edinburgh for the Rugby Union Heineken Cup later this month featuring point-of-sale (PoS), lamppost branding, vehicle wraps and billboard advertising.
