Heineken has unveiled the details of "Summer Voyage," the brand’s summer retail and on-premise program offering jet-set-minded consumers the chance to win legendary Heineken festival and event experiences offered worldwide. Running May through September, Summer Voyage provides adult consumers the opportunity to elevate their summer experiences and gives retailers and on-premise operators the tools they need to drive summer sales of Heineken and Heineken Light.
“Summer is the number-one beer-selling season, and Heineken is invested in a number of entertaining, one-of-a-kind experiences, including music festivals, film screenings and sporting events,” says Andrew Freeman, trade marketing manager, Heineken USA. “We understand our consumer’s passion to learn about foreign cultures, navigate the world and share in global experiences, and Heineken’s Summer Voyage program provides an extraordinary opportunity to attend some of the most celebrated events on the planet.”
To kick off Heineken’s Summer Voyage program, TV advertising will reveal how consumers can participate in the program while encouraging them to choose Heineken and Heineken Light as their summer beer of choice. Custom-designed displays, engaging POS, and sampling events (where legal) will be available to help drive awareness and engage consumers across all channels while providing details on how to text in for the chance to win exclusive experiences including Ultra Music Festival, Outside Lands, TriBeCa Film Festival and the US Open, among other exciting international experiences.
On-premise, Heineken ambassadors will be on hand in select accounts to sample Heineken (where legal) and encourage the globally adventurous to play the “Voyage Hunt” photo app for a chance to win Heineken swag. POS, including coasters, table tents and redemption tokens will help merchandise accounts and increase consumer interest while encouraging repeat traffic throughout the summer program period.