I
12 February
February 22- April 01
Champions League Trophy Tour
heineken happenings
presented by Heineken*
I
Imiiiii I"
HEINEKEN
Heineken Premium Light goes beyond borders, United States
Heineken Premium Light - the company's first ever extension of its flagship
brand, Heineken lager - is now available on a range of luxury cruise liners
sailing out of US ports.
As of February, Heineken's luxury light beer will be available onboard
some of the world's most spectacular cruise lines, including Norwegian
Cruise Line and Disney Cruises. Vessels departing and arriving at ports on
the East and West coast of the USA will be serving Heineken Premium Light
in all onboard bars and restaurants.
"In this region, the vast majority of passengers onboard these liners
are American tourists, so you can pretty much describe the cruise market
as an extension of the US beer market," says Jan van Velzen from
Heineken's Duty Free team. "Based on the brand's successful launch in
mainland America, a luxury light beer of this calibre—which brings with it
the premium, prestige image of the Heineken brand—is perfect for the
exclusive atmosphere onboard a cruise liner."
At the same time, Heineken Premium Light will also be launched in
supermarkets and bars located on US military bases in countries like
Germany, France and Japan. Given the dynamics of the military segment,
the launch of Heineken Premium Light through this channel should
contribute to further brand development in the US.
UEFA Champions League Trophy Tour, Asia
For the next seven weeks, the UEFA Champions League trophy
will be travelling exclusively for Heineken to five countries
across Asia as part of Heineken's sponsorship of the UEFA
Champions League. Stopping in major cities in Japan,
Indonesia, Hong Kong, Malaysia and Thailand, Heineken will
be giving fans the opportunity to get up close and personal
with club football's most sought after prize, and to take a
photo next to the UEFA Champions League trophy.
Last season, 980 million people watched UEFA Champions
League in Asia live and via highlight programs. That makes
Asia, after Europe, the continent with the highest viewing
figures.
"With the Trophy Tour we will leverage our UEFA Champions
League sponsorship as well as our brand and sponsorship
awareness in Asia. With a through-the-line communication
campaign in each of the countries, we will be offering our
customers a truly unique experience that only Heineken can,"
says Joost Geurts, Project Manager Sponsoring at Heineken.
"As part of the Tour, customers also have the chance to win
special UEFA Champions League prizes through quiz
competitions in the on and off-trade sector."
