Agreements
Even before the tournament
started and the first visitors flocked to
the golf course, Heineken employees
had put in months of preparatory
work. Only one week after the close
of the 1991 edition of the Heineken
Open, agreements were already being
made for this year's event. These
mainly involved advance bookings for
materials like marquees and tempo
rary grandstands.
After drawing up its work sched
ules, the 'Heineken Open Working
Group', largely made up of employees
from the Advertising Services
Department of Heineken Nederland,
held regular meetings to consult each
other, to maintain contacts with other
Heineken staff indirectly involved in
the project, to sign contracts and to
issue assignments to external busi
nesses such as marquee erectors,
electricians, etc.
In addition, television stations in
France, Germany, Italy, Spain, Great
Britain, the USA, Malaysia, Japan and
Thailand broadcast highlights of the
Heineken Open. Pictures of the
Heineken Dutch Open were beamed
to TV sets in as many as 174 million
households world-wide.
René Valkhoff, product manager
for Heineken in the Netherlands, was
highly contented with the second
edition of the Heineken Open. "The
Open brought our brewery a lot of
goodwill and publicity."
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