HEINEKEN USA WINS AWARD
FOR HISPANIC OUTDOOR AD
HEINEKEN OPEN SINGAPORE AWARDED
DEST PROMOTED EVENT TITLE
Heineken USA was awarded
the accolade of Outdoor Ad
of the Year at the 1998 Se
Habla Espanol Awards in
New York for its outdoor ad
'Por Todo lo Alto'.
The outdoor ad forms part of
a specific Hispanic advertis
ing campaign entitled
"Heineken En Vivo" which
was developed for Heineken
USA by Vidal Reynardus
Moya Advertising. The cam
paign comprises distinctive
Hispanic advertisements and
point of sale materials. It
also includes on premise
events and the sponsoring of
big concerts by top Hispanic
artists like Ricky Martin and
Christian Castro.
Por Todo lo Alto means 'for
all of Upper'. New York is
home to four million
Hispanics. The majority of
them live in the northern
part of Manhattan, or Upper
Manhattan, which has
steadily developed into the
main cultural centre for most
New York Hispanics.
Often the district is referred
to in short as 'Upper'.
Hispanics are the fastest-
growing ethnic group in the
United States. It is estimated
that by 2010 the Hispanics
will have overtaken the
African Americans in number
and become the nation's big
gest minority group. In a
number of states, such as
Florida, California and Texas,
the percentage of Hispanics
is even higher than the
national average.
Most Hispanics originate
from the Caribbean, particu
larly from Puerto Rico and
the Dominican Republic. For
Heineken they form an
important target group. In
1999 Heineken USA will be
stepping up its marketing
activities focused on
Hispanics and expects to
double the marketing spend
on this group of consumers.
The 1998 edition of the
Heineken Open tennis tour
nament in Singapore was
selected as the Best
Promoted Event in last year's
ATP tour. The award was
presented at the ATP World
Championship that was held
in Germany on 29 November
last year.
The promotional activities
for the tournament, not only
in the streets of Singapore
but also in the media and
during the event itself,
created a good impression on
the jurors. The ATP particu
larly commended the ban
ners displayed in the streets,
a festival near the stadium,
the new-look design of the
tennis hall and the high
attendance figures.
