Heineken Music Horizons
With ever increasing compe
tition in the Hong Kong beer
market and the rising
popularity of the brand,
Heineken last year chose to
adopt an unconventional
event marketing strategy
to reinforce the brand's
well-established premium,
dynamic and contemporary
status and inject vitality
into the brand.
TRUE MUSIC CROSS-OVER
FROM AROUND THE WORLD
The result was Heineken Music
Horizons 1996, a unique, ground
breaking event, devised in line with
the marketing strategy and the first
event of its kind to be staged by
Heineken in Hong Kong.
It transcended the boundaries of
geography and culture and spanned
the diverse areas of soul, rock and
classical music, embodying the
theme of 'Music and Beyond'. A festi
val of music, the most international
language, it was hosted by the most
famous of beer brands.
Heineken Music Horizons was a
large scale event, featuring a line-up
of international stars, among them:
Asia's leading male singing sensa
tion, Jacky Cheung; Grammy Award-
winning soul quartet, All-4-One;
cross-over violinist from London,
Vanessa-Mae; Britain's platinum-sel
ling singer, Paul Young; and the
Queensland Philharmonic Orchestra
