HEINEKEN OPEN IN SHANGHAI
ADDED TO LENGTHY LIST OF
TENNIS SPONSORSHIPS
AIRBORNE ADVERTISING
ALL THAT JAZZ ON THE CANARY ISLANDS
Festival Internacional de Canarias
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The Croatian National
Balloon Team plans to take
part in all sorts of flying
events in Croatia and other
countries in its specially
commissioned lighter-than-
air publicity machine, the
Heineken Hot Air Balloon.
The balloon, manufactured
in the UK, soared off on its
maiden flight this June at
the European Hot Air Balloon
Championships in Sweden.
During the summer of 1998
the balloon was also a pro
minent sight in the skies
over Luxembourg, Slovenia
and Poland. In Croatia itself
the Heineken Hot Air Balloon
is used as an eye-catcher to
draw public attention to
music events like the
Heineken Music Nights in
Novigrad (see photo), to offer
an incentive flight to trade
partners and as the main
prize in consumer promo
tions.
The lengthy list of Heineken
tennis sponsorships was
further extended several
months ago to include the
Heineken Open Shanghai in
China. This ATP tournament
contracted at least two top
flight players: Michael Chang
and hard hitter Goran
Ivanisevic.
The Heineken Open Shanghai
was staged from 5 to 11
October in Shanghai's newly
built Xian Xia Tennis Center.
Thirty-two players competed
for a total prize money of
340,000 dollars but they
were also seeking ATP
points, which are so impor
tant for determining the
world ranking of tennis play
ers. Michael Chang was one
of the tournament's main
draws. That is no surprise, as
he loves playing in Asia. He
has meanwhile won eleven
tournaments in that conti
nent. "For me, playing tennis
in Asia is very important
because I feel at home there.
I guess one of my goals is to
win a title in every city in
Asia that hosts an ATP tour
tennis tournament." When
this issue went to press the
winner of the Heineken Open
Shanghai was not yet
known.
Rob Marijnen, who heads the
export operation for
Heineken in China, is pleased
with the sponsorship.
"Tennis has a synergy with
Heineken. It is a sport that
encompasses style, class and
sophistication. These are all
characteristics that describe
Heineken as well. Sponsoring
an ATP tennis event in
Shanghai is the perfect way
for us to reach our consum
ers in our most important
China market." Incidentally,
pictures of the tournament
action were screened not
only in China but also in
other parts of the world,
thanks to the American TV
sports channel ESPN.
On the Canary Islands, for
many years one of the big
gest export markets for
Heineken Beer, the Heineken
Festival Jazz Mas again
reigned supreme this past
summer. The festival, for
which Heineken has long
been the main sponsor, is
held on all the main islands
and comprises not only con
certs but also master classes,
seminars and film evenings,
all dedicated to the theme of
jazz music. The festival
always attracts big-name
musicians to the Canary
Islands. This year, for in
stance, the artists performing
included Spyro Gyra, Michael
Brecker, Diana Krall, Maris
Monte and Bill Evans.
All the concerts were held
outdoors and were free of
charge, except for two con
certs on Tenerife and Gran
Canaria. The final free con
cert in Las Palmas was atten
ded by eight thousand jazz
fans. Commercially, too, the
festival was a great success:
total sales of Heineken Beer
during the event amounted
to over seven thousand
litres.
