ON A CARIBBEAN CRUISE
HEINEKEN'S NATIONAL
MAGAZINE ADVERTISING
By Julian Braun
Julian Braun, an executive of the
Beck Advertising Agency, supervises our
affairs with that organization. Yet his
careful attention to our needs and extra
-curricular efforts in our behalf have made
him, truly, a fully accredited member of
our ((Happy Heineken's family
Editor
ON January 19th, my wife and I had
the pleasure of sailing on the Nieuw
Amsterdam, flagship of the Holland
America Line, for a cruise to the West
Indies. This was an unforget:able experi
ence. We were really "In Dutch" and, be
lieve me, that's the condition I would
like to be in permanently. The Dutch
really do things right.
The service, cuisine, accommodations
and good fellowship of the Nieuw Am
sterdam are unexcelled. This 37,000 ton
liner is the last word in luxury and
gracious living. Its dining salon and the
14-course meals are unsurpassed. Under
the command of Captain Visser and his
capable assistants, Chief Officer H. Schip
per and Chief Steward I. van Hilten, the
Nieuw Amsterdam is, truly, one of the
finest ships afloat.
Of course, the personal touch of Mr.
van Munching was present end, thanks
to the "Boss," the red carpet was really
rolled out for us when we came aboard.
Beer, of course, was a popular favorite
and most particularly at the outdoor Lido
luncheons served on the aft-deck. Many
of the passengers were treated to Heine-
ken's for the first time.
his customers leave his premises in good
spirits for this is a lesson in retail
which has universal application.
ON THE LIDO DECK Julian Braun
and his wife bask in Caribbean sunlight
in the company of the Nieuw Amsterdam's
commanderCaptain Cornelius Visser
and Chief Officer H, Schipper.
The first thing we noticed in the ship's
newspaper, "The Ocean Post," was a
Heineken's advertisement calling passen
gers' attention to the fact that "The
World's Finest Lager" was available at
all of the ship's bars. Heineken's Holland
INFORMAL MOMENT SEMI-FORMAL
ATTIRE. Mr. and Mrs. Braun share a
popular pre-dinner shipboard pleasure in
the Cockta l Lounge of the Nieuw Am
sterdam with Mr. and Mrs. Messingof
bread-making fame.
We visited St. Thomas, Barbados,
Grenada, Caracas (La Guaira), Curacao
and Port-au-Prince in Haiti. Everywhere
we went, we felt perfectly at home be
cause Heineken's was always available at
the leading bars.
One of our most interesting ports-of-
call was La Guaira Caracas where
Captain Visser brought the Nieuw Am
sterdam into the new dock constructed by
the Venezuelan government. He is the
first skipper to bring a ship of this size
alongside the pier, eliminating tender ser
vice. This is a tribute to his exceptional
ability and Dutch seamanship.
While in Caracas we had the privilege
of visiting with Dr. J. Ton and his asso
ciates at the Heineken's Brewery there.
We observed with great interest how
Heineken's is brewed. We had a fine
lengthy visit with our friends and we are
most appreciative of their generous hospi
tality. Naturally, we sampled plenty of
Heineken's.
Curacao, which is a bit of Holland in
the tropical West Indies, is a fascinating
place to visit. Here, one finds the old
Dutch traditions in force, the gabled
architecture, the neat and trim streets as
well as some of the finest shops and
merchandise in the entire world. The
passengers of the Nieuw Amsterdam
really carried off a lot of merchandise in
Curacao -literally, buying everything in
sight. Many of the fine shops there serve
Heineken's to refresh their customers.
I feel there is a real selling-idea here
for many a merchant who wishes to have
Watch for
During March, April and May
Publication Date
Holiday February 16
Esquire March 8
Sports Illustrated March 9
Holiday March 20
Newsweek March 21
Newsweek April 4
Sports Illustrated April 6
Esquire April 10
Newsweek April 11
Holiday April 17
New Yorker April 26
Newsweek May 2
Esquire May 10
New Yorker May 10
Sports Illustrated May 11
Newsweek May 16
Holiday May 17
New Yorker May 24
AND IN ADDITION dynamic
advertising appears week after week in
the nation's "Turf" dailies in New
York, Chicago, Los Angeles and Miami.
Remember, throughout the year, a con
sistent and carefully planned series of
advertisements in national and regional
trade publications carry the Heineken's
profit-winning story to on-premises and
off-premises licensees all across the na
tion. Watch for these ads in your territory
-they are creating customers for you.
This campaign can build profits for
you if each of your better retail
customers is made to realize the tre
mendous scope of our powerful adver
tising in national magazines. Remind
every one of them on every visit, by show
ing those advertisements which are cur
rently appearing and creating more cus
tomers for him! Point out the necessity
of maintaining a sufficient supply of
Heineken's to satisfy his customers' de
mands. Impress upon him the extreme
importance of tying-in with every Heine
ken's advertisement by giving our free
display material and Point-of-Sale signs
prominent eye-catching position in his
windows and inside his place of business.
