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Painting London Green
Supporting Education in Surinam
Pioneering 'Pop-Up Club'
AROUND THE WORLD
In May, as part of
its global sports
sponsorship strategy,
Heineken extended
its current sponsor
ship deal with the
UEFA Champions
League until the
close of the 201 A/15
season.
United Kingdom
Over the next year and a half, Heineken will
sponsor a number of world-class events in
the UK. This is part of a larger plan to build
awareness of the brand and increase sales of
Heineken® in the right premium outlets. A key
event for this year was the UEFA Champions
League Final at the iconic Wembley Stadium,
London. During the run-up to the game, the
Heineken UK team 'painted London green'
using novel and extensive outdoor marketing.
Covering the capital city in our iconic green
colour will raise awareness of the Heineken
brand, and drive sales and distribution going
into summer.
Surinam
The Alfred Richard Leeuwen School and gym hall have been entirely
renovated, thanks to Heineken's Parbo Beer brand. The project is one of
many initiatives sponsored by the brewery to improve living standards in
slum areas. Much like Raymond Sapoen, Minister of Education, who was
present at the opening ceremony, Parbo Beer sees education as a vital
area of investment.
UEFA Champions League
Image: Hans Erik Tuijt,
Global Activation Manager
Heineken and David Taylor,
UEFA Events S.A.CEO
In June 2011at the prestigious Salone del Mobile exhibition
in Milan, Heineken invited emerging design talent from around
the world to submit their vision for a 'pop-up club', themed 'light
up the night'. Successful entrants will become part of a design
exploration team, with each team focusing on a specific design
element, such as interior architecture, product, graphic, interac
tive and experiential, fashion and identity.
These integral elements of an exciting and unique nightlife
experience will be based on a study of social interaction in
clubs around the world. This will provide real-world insights to
help them create a visionary nightlife environment designed to
encourage an enjoyable and memorable experience.
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