52 Corporate Centre The Carlsberg camp at the Roskilde Festival, 2001 . volvement in the golf scene in Asia sponsoring the Carlsberg Malaysian Open, Singapore Masters and Hong Kong Open. The link between Carlsberg and the world of music and cinema continued to develop positively between the brand and its consumers. The MTV European Music Awards 2001 were successfully carried out in Frankfurt, Germany, and Carlsberg was an integral part of this worldwide event. As new media is increasingly becoming a valuable tool in the brandGLYPH<213>s relationship with the consumers, the Carlsberg website, www.carlsberg.com, was redesigned and impro- Finally, the importance of design and pack- aging development will increase in future. The Carlsberg logo is a strong icon worldwide that has been established and continuously expan- ded over the years. Based on that logo, a new design programme for secondary packaging (multipacks, seasonal and sponsorship pack- aging) has been developed and will be presented worldwide during 2002 as part of an overall ved to provide better and easier navigation for all site visitors; both those seeking specific informati- on and others just there for fun. The site provides links to the entire world of Carlsberg.