Heineken on the silver screen
Heineken satisfied with sponsorship of
World Cup Table Tennis in Vietnam
'Weekend at Bernies II' is
the title of the American
movie which was shot part
ly on location in St. Thomas
(Virgin Islands) and in
which Heineken played a
feature role. The film's
director wanted to convey
an accurate picture of St.
Thomas. The island has
many typical characteris
tics, one of which is the
number 1 position held by
Heineken Beer.
Negotiations between
Heineken importer St.
Thomas Food Products and
the fdm's producer about
product placement for
Heineken Beer resulted in
several scenes in which
Heineken is prominently
on view.
The World Cup Table
Tennis Championships
were held in December last
year in Ho Chi Minh City
(Vietnam). It was the first
time that this event had
been staged in Asia. As the
main sponsor Heineken
was satisfied about the
extensive brand exposure
on television.
Normally speaking the
world table tennis champi
onships are held in August.
However, because of the
Olympic Games in Barcelo
na, the tournament had to
be postponed until Decem
ber. This was the first inter
national sports event to be
held in Vietnam. Table ten
nis is a highly popular sport
in countries like Vietnam
and China. One of the
reasons why this image-
promoting sponsorship was
chosen is because Heinek
en and Asia Pacific Brewer
ies will be starting up their
brewery in Ho Chi Minh
City this coming autumn.
In Vietnam plenty of
attention was focused on
the tournament on televi
sion. As a tie-in to the spon
sorship, airtime was also
bought for Heineken TV
spots during commercial
breaks. Highlights of the
world championships were
broadcast in various coun
tries in Asia, with the
Heineken logo constantly
on screen.
Heineken was also present
in the hospitality area with
this stand and Heineken
promotion girls.
Around the arena the
Heineken brand image was
emphatically present.
Pictured extreme right: Ma
Weng Ge from China who
subsequently won the title of
world table tennis cham
pion.
«reel
