DUTY FREE PRESENT
WITH NEW STAND AT INFLIGHT
CATERING TRADE FAIR
From left to right:
Heineken Duty Free's
Piet Waagmeester,
Ron Oldenburg and
Rene Kruijt.
the industry, mainly purchas
ing managers from airline
companies and catering busi
nesses. A number of weeks
prior to the show, all register
ed Airline and Catering mem
bers were sent a mailing con
sisting of: a letter of invita
tion to the show with a map
showing the location of the
stand, a Heineken Airline
brochure and a compass from
the Heineken travel range.
The brochure, which sets out
the Heineken vision on such
aspects as the inflight prod
uct range, logistics, packaging
and partnership, made it clear
that the recipient could also
qualify for a prize in the form
of the Heineken airplane
depicted in the brochure.
"The many enthusiastic
reactions to the mailing, the
brochure and the numerous
visitors to the new stand at
the IFCA trade show confirm
that we are heading in the
right direction with this new
policy", says René Kruijt.
Ron Oldenburg, Business
Development Manager Duty
Free with specific responsibili
ty for the air travel industry,
emphasises that the next con
crete steps will be to draw up
a preferred distributors plan.
Together with Heineken USA,
Duty Free will also be attend
ing the American equivalent
of the IFCA, the IFSA trade
fair in San Antonio, Texas.
Under the motto 'Discover the
Difference' a delegation of the
Heineken Duty Free Depart
ment recently attended the
IFCA trade show for the first
time. Each year the IFCA
(International Flight Catering
Association) organises a con
ference and a trade show for
the inflight catering industry.
Inflight catering is a global
industry with an annual turn
over of more than 14
billion dollars and an antici
pated growth rate of 5% in
the years ahead. It is estima
ted that more than 100,000
people are directly employed
in this industry, with the
same number of jobs in the
form of indirect employment.
The fact that international air
travel is a key segment for
Heineken Duty Free was al
ready emphasised in the
October issue of The World of
Heineken. "International air
travel offers an excellent plat
form for the image of the
Heineken brand. Being pres
ent in top-class airlines is a
must and is like a visiting
card for your business", says
René Kruijt of Heineken Duty
Free.
To boost the presence of the
Heineken brand on board the
flights of as many interna
tional airline companies as
possible, Heineken Duty Free
has developed a specific air
line policy. Taking the theme
of the recently launched Duty
Free print campaign 'Discover
the Difference' as a basis, a
new stand was designed by
the architectural consultancy
bureau. This stand, construc
ted in separate modules, was
used at the IFCA trade show
in Copenhagen from 3 to 5
March. The 1999 edition of
the show again attracted
more than 1,000 visitors from
