Luxury Alongside Lake Balaton Enjoy Heineken Responsibly World ofHeineken 40 - summer 2009 HUNGARY: Ireland's weather might sometimes be uncooperative, but a Hungarian Heineken festival only narrowly missed one of the biggest storms of the year last summer. Defying predictions by local meteorologists, torrential rains passed over Heineken Balaton Sound only hours after the festival ended. The episode was one of many highlights of the 2008 edition, says Durgó Lajos, Marketing Manager with Sziget Cultural Management, which organised the festival. Another was the moment when all 88,000 tickets were sold out for the first time in the festival's history, he says. For him personally, another highlight was the Fatboy Slim show. "It was his first performance in Hungary, and he absolutely blew me away." The Sziget Festival in Budapest was first held in 1994 and now draws close to half a million visitors. Thanks in part to its success, Hungary now has one of the best-developed festival cultures of Europe. With Sziget, Heineken has been closely involved in the organisation of a new festival on the shores of Lake Balaton, a pristine resort area in the west of the country. "Balaton Sound is a more premium festival than Sziget," say Durgó. "This is reflected in everything from the line-up to the infrastructure, to the location." Situated on a one-kilometre long beach, the location of the festival offers a gorgeous view of the northern shore of Lake Balaton, with a small church tower piercing the blue skies nearby. This year, over a 100,000 visitors are expected to flock to the lake and enjoy headlining acts like Moby, Nouvelle Vague and Guru's Jazzmatazz. "We've programmed some pretty delicate music," says Durgó. "These are acts that are appreciated by our slightly older crowd, who are mostly 25 and over." Setting up the physical infrastructure for the festival is a massive undertaking, in which Heineken is also heavily involved. Weeks before the first visitors hit the beaches, thousands of technicians and construction workers pour onto the festival grounds. Meanwhile, Heineken brand and event teams set up venues, a number of stages and restaurants. The pièce de résistance is a massive floating deck that extends from the shore into the lake. As in Spain and Ireland, Heineken is also an important partner in the promotion of the festival. "For one thing, Heineken's brands are a perfect match for the music we programme," says Durgó, "For another, Heineken also has a lot of expertise in marketing, which we benefit from. For example, we jointly produce a number of TV commercials with Heineken every year, and they are always well appreciated." Balaton Sound would not be what it is today if it were not for Heineken's involvement, says Durgó. "My guess is that this is true of many festivals in Europe. Heineken is a great partner because they bring so much to the table: a platform for reaching out to fans, decades of experience in the music business and of course great beer." The FIB Heineken festival, the Irish Oxegen festival and Hungary's Balaton Sound are just three of the many music festivals that Heineken will be involved in this summer. Europe, Heineken's native continent and one with a long history of festivals, sees most of the musical action. But from Bangkok to Barbados, Heineken is one of the world's biggest music sponsors, supporting over 140 music festivals and other events, and bringing great beer to music lovers around the planet. Promoting responsible consumption at music festivals. While we quench our consumers thirst for great music and great beer through our music festival sponsorships, we also want them to consume our products responsibly. That is precisely why five actors turned up at the gates of two Dutch music festivals last summer, depicting characters from Heineken's 'Know the Signs' internet- based awareness campaign. 'Know the Signs' showcases five characters displaying typical behaviours after having one drink too many: the Crier, the Groper, the Fighter, the Exhibitionist and the Sleeper. "Bringing 'Know the Signs' to Dutch festivals was a great way to bring the message of responsible consumption to life and to keep it top of mind as festival goers entered the venue. One actress played the role of the Crier and she really got people's attention," says Brand Manager Rob van Griensven of Heineken Netherlands, who was responsible for activating the campaign at the Indian Summer and Zand festivals. The display was intended to make festival goers stop and think about their own level of alcohol consumption. Promotional teams handed out flyers explaining the campaign to visitors, along with an Enjoy Heineken Responsibly bracelet. The activation in the Netherlands is just one example of Heineken's activities to promote responsible consumption at festivals worldwide. In Switzerland, for instance, green-clad "E-teams" promoted responsible consumption at the Zurich Street Parade last summer. At a number of our music festivals, including the Spanish FIB, Heineken provides complimentary bus services to ferry customers to and from festival grounds. it i# Heineken

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World of Heineken | 2008 | | pagina 81