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GREATER AWARENESS OF HEINEKEN AS SPONSOR
This year was the second time that Heineken
sponsored the Carnival of Las Palmas. Thanks to last
year's experience and the close cooperation with
the organising city government, Heineken Canary
Islands was again prepared to contribute to the
success of Carnival in Las Palmas in February 2001.
And what a spectacle it was!
The theme of this year's Carnival was 'Circus*. A huge
circus tent, with famous Las Palmas buildings in the
background, served as the colourful setting for the
three week long event. Carnival in Las Palmas is full
of formal contests and less formal street parties.
It started with the election of the best murga, a sort
of comic band who sing and hum tunes through their
special whistle, the pito. Next followed the election of
the best comparsa, or dancing group. After the formal
part of the events everyone goes along to dance and
enjoy themselves in the Mogollon, an enormous street
party where the chiringuitos (small bars, rented out
to students) make sure that no-one goes thirsty.
And the partying goes on until 7 in the morning!
For Heineken Canarias (56 employees, and a sales
volume of 205,000 hectolitres) and distributor
Tradisantos, these weeks involved a lot of hard work.
But the positive research results showed their efforts
had been rewarded. For instance, awareness of
Heineken as a sponsor of the event almost doubled
compared to last year (89%). The television spots
were recalled by more than 70% of the respondents
interviewed, and billboards and Heineken Carnival
hats were rated as very attractive and eye-catching.
Heineken activities around Carnival include four
specially developed TV spots of 30 and 15 seconds,
sponsoring of all Carnival broadcasts on three
TV channels, a radio campaign (also with a Carnival
hat promotion) and outdoor billboards. A decoration
and signage agreement was made with 150 on-premise
outlets around the central square and in the shopping
and nightlife districts: in return for a month of
(exclusive) Heineken Carnival decoration they received
a box full of Heineken gifts.
01 ...carnival celebraters with
the heineken carnival hat...
02 ...carnival street parade...
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