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    Heineken’s Voyage Program Seeks ‘Legendary Travelers’

    Retail activation to kick off fall sports season

    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.

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