z not sitting still
I NW
Heineken
4
Verlosungstalon:
Name
Vorname
Adresse
PLZ/Ort
Unterschrift
Betrieb
y-yrMW-
The mobile bar owned by Maurice Weissen.
The bus, painted in Heineken colours, is
also present during events in which
Heineken has a financial involvement.
At this moment hard work is being
done to prepare for a promotion
which is due for launch in April next
year and which will have a long-term
nature. Heineken Schweiz is seeking
to recruit two 'Heineken Bands', one
for the French-speaking and one for
the German-speaking region. These
groups, whose repertoire has to in
clude jazz and related types of music,
will perform about sixty times a year
under the name Heineken Band.
'The plan is that the on-premise
reps of our distributors will then be
able to offer their good customers a
performance by the Heineken Band.
We'll provide the facilities needed for
such a performance and supply the
beer. But I can also imagine us offer
ing performances by these bands to
multiple chain stores, for instance if
e—
ek*nds
rH<*neken.
they want to organise a staff party.
There are plenty of possibilities and I
expect a great deal of this promotion.'
Last month Heineken Schweiz, in
conjunction with the JWT advertising
agency, started its talent hunt for good
bands. Ads were published in newspa
pers inviting bands to send in a demo
cassette tape. Six to eight bands will
be shortlisted from those entries. The
ultimate selection of the winning
bands will be made during a sort of
festival.
Mobile bar
For the past few months Switzer
land has boasted a mobile Heineken
bar. Bar proprietor Maurice Weissen
had a brainwave: he had a touring
coach converted into a mobile bar and
painted its exterior in the Heineken
colours.
The bus is the property of the
bar owner and Distrom. Heineken
Schweiz has arranged with the owner
for the bus to be present during events
sponsored by Heineken. And that
makes both parties happy: Heineken
Schweiz benefits from the extra pub
licity for the brand, whilst the owner
of the mobile bar is rewarded with
additional sales volume.
29
The Rubble Karte' consumer promotion
has been a success in Switzerland for sever
al years.
II K xv o H
HEINEKEN
