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OCTOBER 2 O 01 PAGE 47
MALTESE ATTRACTION OF THE YEAR
Various artists performing
during the festival
Heineken's connection with music is an international
concept, and music events are sponsored in many
countries. Representatives of Heineken on Malta
felt they should get involved in the music scene and
the Heineken Jammin' Festival was organised in
June 2001. Heineken in Malta is the leading beer
brand amongst imported beers.
The Heineken Jammin' Tour was organised to promote
different genres of music played by local bands in
various nightspots around Malta. To highlight this,
the Heineken Jammin' Festival followed, where
various artists performed. A number of Music Awards
were presented to the winners during the event and
local artists who performed for the Jammin' Tour were
giving the opportunity to record a CD. During the
Festival Heineken beer was sold out and delivery
men had to go to the warehouses in order to refill
stocks.
An intensive advertising campaign was scheduled,
which was very effective. It created awareness of
the Festival and the fact that Heineken is associated
with music and fun. The main goals to sponsor the
music Festival were:
to enhance Heineken's connection with music in
general
to promote Heineken as being active internationally
to be the climax of the Heineken Jammin' Tour
where local bands performed
to be seen as striving for a good cause - in both
promoting existing local bands as well as aiding
new and upcoming musicians.
The Heineken Jammin' Festival hit the headlines of
the most popular newspapers in the Maltese Islands
and was also quoted in the local news bulletins.
Reputable local journalists who are specialized in the
music scene described the event as "The musical
attraction of the year", as well as praising the
organisers for the professional set up of the event.
It is planned to make the festival an annual event,
synonymous with Heineken and music.
