FREQUENT FLYERS GET
A SHOT AT THE FINAL
BOURNE TO DRAUGHT
the fizz
www.bitofbourne.com
IN TRANSIT
THE WORLD OF HEINEKEN
Heineken's Duty Free Travel Retail
department sent two lucky prize
winners to Athens to watch AC Milan
defeat FC Liverpool in the
tournament's final match in Greece
at the end of May. The action was
part of the department's sponsorship
of the UEFA Champions League.
The participants were consumers
who purchased a Heineken onboard
KLM Airlines and chose to enter the
competition using a Lucky Shots
scratch card. They were asked to
come up with a reason why they
should have the opportunity to
travel to Greece for the final.
One lucky winner said "I want to go
to Athens with Heineken because the
ingredients of soccer, Heineken beer
and the Greek sun will be a
guarantee for some happy days."
The contest winners took part in all
Heineken fan activities in Athens
throughout the UEFA Champion's
League final, including access to the
company's unique innovation Room,
which was located at the historic
Zappeion. The room featured a wide
range of the company's innovations,
such as the Heineken embossed can
and Heineken Premium Light.
This coming August, Universal
Pictures will be releasing the latest
instalment in the blockbuster Jason
Bourne film trilogy, "The Bourne
Ultimatum." Heineken is a global
partner of the movie.
Heineken will be executing an
exciting marketing campaign to
coincide with the film's worldwide
release in various markets around
the world. The campaign is based on
unique footage of the iconic scene
from the movie where Jason Bourne
is being chased across city rooftops.
To support the global rollout of Draughtkeg, Heineken will be
promoting innovation in all elements of the campaign, in which
Draughtkeg features as the Heineken hero. The central theme - "Is
there a bit of Bourne in you?" - will bring consumers around the world
in touch with Jason Bourne in a intelligent and authentic way.
Heineken's global partnership with Bourne continues the Heineken
brand's on-going commitment to using film as an important part of the
company's overall global marketing strategy. It is set to further
increase brand equity and accelerate the growth of Heineken.
"Experience demonstrates that branded bars in
local markets attract more consumers and are
substantially more profitable than unbranded
bars," says Heineken's Erik van de Ven, manager
Duty Free Travel Retail. "In an airport
environment we expect even better results."
Van de Ven is the driving force behind Heineken's
new branded bar at Chek Lap Kok, Hong Kong's
dynamic and gargantuan international airport,
considered by many to be the world's best. The
bar, dubbed "Heineken Bar", is a spacious 100 m2
venue with room for 70 people. Heineken and
Heineken Extra Cold are available on tap, and the
bar will serve up a number of Heineken brands -
alcoholic and non-alcoholic - and snacks.
In addition to plenty of Heineken green and
smiling e's, the Hong Kong Heineken Bar is more
than a place for travellers to while away their time
whilst in transit. The concept revolves around an
active experience of the brand, allowing
consumers to try out new Heineken innovations
like the DraughtKeg as well as listen to Heineken
sponsored music and watch Heineken-sponsored
films and international sporting events. "In a
highly cosmopolitan environment like a major
airport, there are clear commercial benefits to
using the only truly international premium beer
brand, Heineken, as the unique attraction for
travellers," says Van de Van.
Hong Kong is the first of many fully-branded beer
focused outlets planned to appear in major
airports around the world.
Heineken is the leading beer on board 55 global
airlines, catering to 1.4 billion passengers every
year. The bar is a natural extension of this strategy.
PAGE 2
