HEINEKEN JAMMIN' FESTIVAL
MORE THAN MUSIC
Heineken has been the owner and organiser of the Heineken
Jammin Festival (HJF) for seven years. It is the biggest Italian
music event and is considered to be one of the top European
festivals. The festival has become more than just an ultimate
experience for music lovers. It represents and symbolises what
Heineken stands for: respect, enjoyment and passion for quality.
Music is one of the pillars of Heineken's vision because it is a
universal language that everyone understands. It conveys in a
simple, direct way Heineken's feelings and values: quality,
authenticity, sociability and cosmopolitanism. Heineken Italy's
interest in music goes back quite some time. From 1993 to 1997
Heineken Italy sponsored the Italian tours of major international
stars such as Sting in 1993. The sponsorship of Umbria Jazz is
another ongoing partnership. Dating back to 1993, this event
helps to enhance the brand's competence and credibility on the
Italian music scene. In 1998 the Heineken Jammin' Festival
started and the idea was simply: creating a music event in line
with the Heineken values and becoming an enabler and facilitator
of unique live music for young adults. There was one way to reach
that goal: the music festival had to be in tune with the brand's
image, look and feel and reputation. The festival became a success
and each year the HJF stays loyal to its original promise by
offering great music in an ideally equipped setting at affordable
prices. Marco Alberizzi, Marketing Director at Heineken Italy,
explains the success of the festival: "I think the success of HJF is
due to the fact that it's not just a sum up of different bands, but
really a different experience. Visitors appreciate equally the
variety of music, the organisation and the atmosphere. In that
sense, the HJF is also unique in location, organisation and
entertaining areas. The sports village, the chill-out tent, the
cool zone and the new 1500 square metre artificial beach are
really key points of distinction. And I need to add that efforts
in communication before, during and after the event and the
affordable ticket (30 euros per day) also contribute to this
success."
This year's festival took place in June 2004 and featured many
artists. Besides the cast and the strong promotion that attracted
