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To kick off the fall sports season, Heineken USA will launch its Voyage program at retail outlets beginning Aug. 1 and running through Sept. 30.
The Heineken Voyage Program is designed to encourage adult consumers to take their at-home party occasions to a new level while inviting them to participate with the brand for a chance to win a trip to an international sporting event, including a soccer match in Italy, a rugby match in Europe and an American football game in London.
“Labor Day, the official kick-off of the fall sports-viewing season, marks one of the year’s biggest celebration weekends and therefore, a critical selling period for our retail partners,” said Colin Westcott-Pitt, VP of Marketing, Heineken USA. “Heineken generates a 41% display lift during the football season … making Heineken the best brand to promote during this time period.”
At retail, custom-designed “Legendary Travelers Wanted” promotional messaging will appear on all 6-, 12-, 18- and 24-packs inviting consumers to text to download the Heineken Star Bottle App for a chance to “Win the Away Game of a Lifetime” along with other daily Heineken travel gear awards and retailer cash cards.
In addition, the program will provide promotional media support to retail stores where high-visibility scalable mass displays and POS materials along with IRC (instant redeemable coupons) and MIR (mail in rebate) offers will help increase lift of Heineken, Heineken Light and other party-related items.
“Heineken’s ‘Men of the World’ consumers are not only big sports fans, they are attracted and inspired by international travel opportunities,” added Westcott-Pitt. “Our Voyage program provides these discerning consumers with the best of both – the tools to raise their Heineken inspired at home football viewing experiences and the chance to win a dream voyage to an exclusive global sporting event.”
Heineken USA, a subsidiary of Heineken International BV, imports a variety of European brands into the U.S., including Heineken Lager, Heineken Light, Amstel Light and Newcastle Brown Ale.