Heineken ropes in leaders for blitz

By Arun Sudhaman, Media Asia 11-Mar-05, 07:00

141 Worldwide and Bates have launched a public relations extension to Heineken’s global ‘Meet You There’ advertising campaign, tying up with several local leaders in fashion, music, parties and photography.

The 'Heineken Innovators' initiative, said 141 Worldwide regional PR director Craig Mapleston, is an attempt to bring "a human face to the brand point of view, by engaging a selection of young and successful professionals who embody Heineken's brand point of view."

To this end, Heineken has allied with fashion designer Baylene Li, DJ KoFlow, entrepreneur and event consultant Donovan Wong and Lomographic photography specialists Melvyn Lim, Dawn Teo, Emmeline Yong and Chris Yap. The campaign communicates these 'innovators' achievements through PR, print ads, a website and ZoCards. The programme will culminate in the Heineken Ito Party on March 30, which will showcase the innovators' work, and will also reveal "an exciting Heineken innovation".

"Other markets -- and Heineken International -- are closely monitoring the success of this programme, as it may become a key component of the global 'Meet You There' campaign," Mapleston added.