Jazz fans good target group
Heineken as swinging sponsor
Heineken has chiefly been active as a sponsor in the area of sport in recent
years. Major events are financially supported in return for promotion of the
brand image. But Heineken is not putting all its money on one horse. The
sponsoring of jazz festivals also sounds like sweet music to Heineken's ears.
For decades jazz was a type of
music which attracted only the
chosen few. A select group of fans
faithfully visited concerts and bought
records and very occasionally a big
festival was held. But jazz and the
'general public' seemed as incompati
ble as fire and water. Until the unex
pected turn-about occurred. Today,
jazz has emerged from its winter
sleep and is enjoying growing popula
rity amongst a younger public. The
revival of jazz has brought a strong
increase in the number of festivals
held throughout the world.
Heineken sees the sponsoring of
such festivals as a chance - alongside
the regular advertising media - to
boost the brand image and brand pro
file amongst the target group. Tele
vision recordings of performances in
particular are seen by Heineken as a
strong means of communicating with
the consumer.
'Boosting the brand image
amongst the target group'. But what
actual target group are we talking
about? In general terms the jazz fan
can be described as a well educated
man or woman aged 25-35 and in the
higher income category. And that's
exactly the target group which
Heineken aims to reach world-wide.
Let's list a number of examples of
Heineken's involvement in the world
of jazz. Not only new sponsorships,
but also festivals which have built up
a solid position over the past years.
Switzerland
This spring two Heineken Bands
startedtheir concert tour of
Switzerland. These jazz combos - one
for the French-speaking and one for
the German-speaking region - were
selected during the past winter
months. The Heineken Schweiz
export office reports overwhelming
interest from amateur bands wanting
to perform as the Heineken Band.
Hundreds of groups sent in demo cas
settes. A jury of experts had the diffi
cult task of picking out the two best
groups.
The two Heineken Bands will also
be performing in bars and will give an
estimated 60 shows during the sum
mer months. From a commercial
angle this initiative can generate a lot
of activities. For example, the sales
THE WORLD OF HEINEKEN
