GREATLY
The famous Heineken
Tram in Zagreb.
Novigrad. This year the festival last
ed a total of four nights. All sorts of
music styles are featured, such as
jazz, blues, reggae and soul", ex
plains Martinette Susijn. The organi
ser of this festival is Bosko Petrovic, a
vibraphonist who is well-known in
jazz circles. Last summer he succee
ded in contracting blues artist B.B.
King to appear in Zagreb and, in view
of his positive experiences with the
jazz festival, Mr Petrovic also asked
announcement of the B.B. King concert.
Heineken to provide financial sup
port.
Heineken's tie-ins with this spon
sorship included radio spots, bill
boards and fliers. A recording of the
concert, which took place on 13 July,
was broadcast on a commercial TV
station and the programme is due to
be televised again this October.
as well as in the northern part of
Croatia and Serbia", says Jacqueline
Speek.
TRAM
Assisted by the three local distribu
tors (NIPA Trade, KROLO Trade and
GEN Split-Zagreb), Heineken spends a
comparatively large amount of ener
gy and money on marketing activi
ties in Croatia. Heineken is market
leader in the import segment and a
high level of brand awareness is
needed to maintain that position. A
small selection from the various acti
vities: a television commercial, a
tram in Heineken livery which tra
vels through the centre of the capital
city Zagreb, and the use of POS mate
rials to profile the Heineken brand in
the outlets. Export Manager Ms
Speek is supported in these market
ing activities by Export Marketing
Manager Martinette Susijn.
A significant role in the market
ing activities is reserved for music.
"Since 1995 Heineken has been spon
soring a music festival in the city of
lazz in Novograd
sponsored
by Heineken.
