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.
