Heineken
Overview
Fast Track has worked with Heineken since 1995 particularly on the development of its principle worldwide rugby sponsorship programme, iRB Rugby World Cup and the Heineken Cup.
Our Role
Fast Track is responsible for the strategic development, management and delivery of Heineken's worldwide partnership with iRB Rugby World Cup. This includes contract negotiation, rights delivery, marketing activation, event management and research & evaluation.
Activity
For RWC 2003, an integrated marketing campaign delivered a powerful platform for local markets to use the central marketing rights in key trade outlets. A high profile presence in stadia was supported by an extensive hospitality programme involving key clients.
Results
70% of markets felt that RWC strengthened relationships with trade; 80% felt RWC delivered incremental brand sales; 90% felt RWC had strengthened brand equity and 70% felt they had a positive ROI; in Australia, like for like sales increased by 67%.
