we want to
have a big annual
event featuring
a world famous
artist
Host
Innovative
The Official Sponsor/Provider also operates at national level,
but on a substantially smaller scale.
During the Olympic Games in 2004 Heineken beer will be clearly
visible in and around Athens, as the Grand Sponsorship means that
the brewery will not only be able to use the Athens 2004 logo but
will also have exclusive rights in the beer category. The brewery
will also be able exploit its host status to the full by setting up its
own bars on the Olympic sites and supplying the restaurants where
journalists, media people, volunteer workers and the general public
get together during the Games. Heineken beer will also be available
in the hotels that have signed a contract with the Athens Olympic
Games Organisational Committee. Almost all hotels have meanwhile
signed such a contract.
As Grand Sponsor Athenian Brewery will receive preferential
treatment as regards admission tickets for the events and
promotional activities in the stadiums. The brewery will also be
given preference when booking broadcast time for TV commercials
or reserving space on billboards for 'Olympic advertising'.
In the run-up to the actual Olympic Games Athenian Brewery has
drawn up an entire list of activities aimed at making it perfectly
clear how proud the brewery and Heineken are to be sponsoring
this world-renowned event. Marketing Manager Minas Mavrikakis
will only allow us a brief glance at what they're planning behind
the scenes. He says: "If we were now to give you the details of what
we're going to do, the element of surprise would be gone both for
our own personnel and for the public. But one thing I can say:
we have innovative ideas."
After being pressed a little, Mr Mavrikakis is willing to reveal a few
more of his secrets. The brewery plans in any event to concentrate
on theme-based advertising, on publishing newsletters and a
quarterly magazine for consumers and on a complete redesign of
the Heineken Store in Athens city centre to transform it into an
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