PRIZE FOR
HEINEKEN
EXPORT VIDEO
JAZZ IN BEIRUT
The Green Connection, the
video production recently
issued by the Heineken
Export Group, won the
Golden Camera Award in the
category Corporate
Communication at the USA
International Film Video
Festival that was held in the
United States.
Attracting some 2,100
entries in eight categories,
this festival is one of the big
gest of its kind. According to
the text on the box, the
video film is a twelve-minute
'introduction to the exciting
world of the Heineken
Export Group'. Statements by
Heineken export managers
and distributors give a pic
ture of how Heineken Export
works and of the strength of
the Heineken brand.
Courtesy of Heineken im
porter Bocti S.A., Lebanon
has again been able to enjoy
a jazz festival. Held in May
this year, the three-day
Heineken Jazz Festival com
prised a series of shows in a
number of on premise esta
blishments in Beirut. The
bands that gave live perfor
mances came from France,
Belgium, the Czech Republic,
Italy and several from
Lebanon itself. Undoubtedly
the biggest draw was the
American singer Dee Dee
Bridgewater. She performed
to an audience of 2,500 wild
ly enthusiastic jazz devotees.
The festival closed with a
jam session on Beirut's
Riviera Beach. All the festival
artistes took part in that
improvised session, which
lasted for a marathon
six hours.
Thanks to Bocti the spon
soring of the festival was a
great success. Special adver
tising materials had been
developed for the festival
and there were also beer
stalls decked out in Heineken
colours. Promotion girls hand
ed out Heineken merchandi
se during the performances.
In brief, visibility was excel
lent and media attention
was also very high. Excerpts
from the festival were broad
cast by MTV Middle East in
Lebanon and surrounding
countries. "The success of
the festival and Heineken's
association with music in
general gave us the opportu
nity to tap into a new target
group on the one hand and
to maintain our position as
Lebanon's number 1 import
beer on the other", says
Selim Bocti. Robert Pennartz,
Heineken area export
manager for the Middle East,
is also enthusiastic about the
festival: "The jazz festival
can be called a great success
in terms of branding and
marketing in markets where
above the line advertising
for alcoholic beverages is
rather limited. The fact that,
in cooperation with importer
Bocti, we arranged for free
coverage by MTV Middle
East means that there are
still possibilities to commu
nicate the Heineken brand in
the Middle East."