GRAND SPONSOR
Visibility of the Heineken brand in Athens: where could
people see the Heineken brand?
What was new about the communication and marketing
campaign behind the sponsorship?
of the ATHENS 2004 Olympic Games
XM. ATHENS 2004
Heinekeri
Right Ikvr, Right iu
THE WORLD OF HEINEKEN
appearance in the Greek market. Ethos, quality, creativity and
team working form a small part of Heineken's values that
correspond to those of the Olympic Games. In this context, it is
evident why Heineken was welcomed in the family of Grand
Sponsors.
It was impossible to miss Heineken branding while visiting Athens.
Heineken outdoor campaigns were placed in various locations in
the city, airport and the rest of the Olympic Cities. Heineken was
actively present in all the Olympic Venues and in the common
domain of the Olympic stadium. Olympic promotional materials in
on-premise outlets throughout the city (umbrellas, glasses, signage
etc) as well as in supermarkets, which featured massive Olympic
displays and promotional merchandise. Moreover, Heineken
communicated its important role in the Olympic Games through
an extensive advertising campaign in electronic and print media
'When the sports end, the party begins. Where there is a party,
there is Heineken!' This was the key phrase of the marketing and
advertising programme for the Olympic Sponsorship. The objective
of the campaign was to motivate the public to join Heineken in
the unique experience of the Olympic Games - to emphasise the
fact that the Olympic Games were, most of all, a great celebration,
with Heineken as their unchallenged leading beer.
