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."

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World of Heineken | 1998 | | pagina 25