holland heineken house
BRAND-BUILDER
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AUSTRALIA
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SUMMER OLYMPICS
In September 2000, during the Summer Olympics, the Holland
Heineken House in Sydney attracted six to eight thousand people
every day for two weeks. Together, they consumed 350,000
glasses of beer: an Olympic party with a green tint.
Sydney was the third city where the Holland Heineken House had
been built during the summer Olympic Games. The first time was
in Barcelona in 1992, the second time in Atlanta in the US in 1996.
Darling Harbour is the entertainment district of Sydney, and that
is where the two-storey Heineken Holland House was built. It soon
became "the place to be" for athletes, officials, the media and very
many (mainly Dutch) guests. Hans Erik Tuijt, Area Export Manager
and responsible for Heineken Australia, is delighted about the pos
itive image that the Holland Heineken House created amongst the
Australian population. "The press wrote a great many positive
things about it. We were on TV five times, and the message was
always: the Holland Heineken House was the place to be in Sydney."
But it was not only the image that was given a big boost: sales also
rocketed, thanks to the Holland Heineken House and the sales
activities that had been organised by Heineken Australia.
The promotion by Heineken Australia prior to the start of the
Olympics, proved to be a shot in the bull's eye. Many pubs in
Darling Harbour took part in the promotion, in which the enormous
bottle played a role. Consumers, who were spotted with a small
bottle of Heineken Beer, had a chance of winning the special
three-litre bottle of Heineken. Tuijt explains: "Sydney has been a
difficult, but challenging market for Heineken. Thanks to this
promotion we were able to profile ourselves for the first time."
The sales figures for September 2000 were really something.
In Sydney, sales of Heineken doubled, in the entertainment centre
of Darling Harbour turnover climbed spectacularly. "Normally
speaking, we used to sell around thirty cases a week in those
outlets. During the Olympic Games, that rocketed up to six
hundred cases, not counting the beer that was sold in the Holland
Heineken House," says Hans Erik Tuijt, who celebrated the first
anniversary of Heineken Australia on the Batavia. This rebuilt
V.O.C. ship, specially brought to Australia by Heineken, was part
of the Holland Heineken House and was open for the public
during the day.
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THE V.O.C. BATAVIA, DARLING HARBOUR
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