Capturing the magic of the music enjoyment Results For the third consecutive year, Heineken will be the major spon sor of the Rockwave Festival, the most popular rock festival in Greece. The Rockwave Festival is the cornerstone in the Heineken music communication plan in Greece. This year, the Rockwave Festival will take place at the Olympic Stadium Bicycle track from 1-3 July 2001, and has attracted famous musicians such as Judas Priest and Nick Cave The Bad Seeds. The Heineken Brand Team has overall responsibility for the coordi nation of the music project, for the development of the advertis ing campaign (Radio, Print, Internet, and Public Relations) and for the visibility of the brand image that is clearly communicated dur ing the festival. Heineken will be promoted through numerous activities, and many trailer promotions for the Rockwave Festival will be launched on Heineken's website and radio spots. The Heineken brand is also promoted in various newsletters, posters and on Heineken Rockwave Festival free postcards, which are available at bars throughout Greece. The Heineken brand cannot be missed during the Rockwave Festival, since it is visible everywhere from kiosks, signs located throughout the festival area as well as an impressive 11-metre inflatable Heineken bottle. A Heineken VIP Stage will be also built, which will accommodate the Heineken guests, journalists and handicapped persons. Draught installations are available to keep supplies flowing, while ensuring that all quality standards are met. Public relations efforts will focus on activities to reinforce media relationships with journalists. PR materials included press releases, photos, invitations and a survival kit. The Rockwave Festival is by now the favourite event of Heineken's young target group. The event attracts more and more guests each year and the Heineken name is already strongly connected to the great music festival. According to qualitative and quantita- tive research evaluation, the media will highlight this year's event LLI and Heineken will be mentioned abundantly. o a.

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World of Heineken | 2001 | | pagina 13