Wow!
THE WORLD OF HEINEKEN
to develop the Regatta into a major music event while at the same
time developing an integrated marketing programme around the
event to extend it from a sponsorship to a leverageable
programme both on- and off-premise.
Jeff Povlo from the Heineken Regional Support Office in Curacao:
"This year we developed an overall stage design to give both a
consistent Heineken look and a relevant, cultural theme to the
event. We also looked at non-traditional branding options to add
a 'wow' factor for consumers. We believe that the look, combined
with the international styles of music allow consumers to
experience the true innovation and globalness of a brand leader
like Heineken. These materials were also created to give an overall
look to regional music or regatta events. Already the materials
are being used in Barbados, Tortola, Aruba, and Curacao."
Heineken developed thematic POS around the event and really
extended the programme at retail. Thematic casecards, banners,
and posters were produced to gain displays off-premise and create
hype on-premise to announce barnights. A consumer offer was
also developed off-premise featuring a gift with purchase
opportunity to receive a Heineken lanyard with a laminated
schedule of events and site map.
"This year was truly an integrated team effort from our local
Heineken Brand Manager, Ronald de la Fuente, the distributor, and
the Regional Support Office. Consumer and retailer response was
great. Off-premise, we gained displays and maximized beer sales
in the weeks leading up to the event. On-premise, a full pre-event
barnight schedule was developed featuring street teams executing
promotions to build energy and excitement," says Jeff Povlo.
