Global: Heineken invests in experiential with festival launch

Beer brand Heineken is aiming to engage with consumers on a physical level, by hosting one-day festivals in major cities in Australia.

Heineken: City Shapers Festival will create an immersive city-themed experience
Heineken: City Shapers Festival will create an immersive city-themed experience

The activity, part of its 'Open your World' and 'cities platform' campaign, sees the brand transporting people to a secret location, where they are treated to a mix of international food, music, art and entertainment. 

The aim of the experience is to show the sights of some of the world's most iconic cities, including London, Shanghai, Rio, Berlin and Amsterdam. 

The festival, called Heineken City Shapers Festival, will be held in several locations across Australia, including Sydney, Perth and Brisbane throughout July, in partnership with publication Time Out

The Sydney event, taking place on 13 July, will include entertainment from Samba dancers, a Singaporean-themed hawker market food, classic New York cocktails and snacks, music and live artwork inspired by Berlin, and a Heineken Star Serve poured as a tribute to Amsterdam.

A special City Shapers Festival will be held in Melbourne on 4 August, where a secret location will be transformed into an exciting activation space, with guests arriving by private transport.

Nada Steel, marketing manager, Heineken Lion Australia said: "The Heineken City Shapers Festival is an innovative campaign that was created to celebrate the most energetic and vibrant cities that have shaped our top Australian cities."

To celebrate the festivities, Heineken is also releasing special City Edition Bottles, featuring 18 global cities from around the world.

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