Out of Home and Digital Media

Online and outdoor activity embraces our Yahoo! partnership and dynamic digital advertising across London & Westfield Stratford plus station dominations at Liverpool Street and Charing Cross.

Beginning in July, a campaign will see Yahoo! and Eurosport.com host a Heineken® 'Fan Hub at ' www.thefanhub.co.uk within their 'Olympic' section. Homepage takeovers will showcase the celebration theme and fan generated content across six areas:

• Guide to the 21 big screens across the UK
• The Ultimate Guide to celebrating in London
• 'Fan Hub' daily blog
• Fan gallery
• Fan Tweets
• Olympic & Paralympic facts

Digital outdoor screens throughout London underground and rail stations and Westfield Stratford shopping centre will display near-live content that directly feeds from the Heineken® Fanhub. This will include a daily calendar of events, Heineken pubs nearby, relevant Olympic and Paralympic facts and details of medals celebrations - all updated regularly to drive consumer intrigue and interest.

Painting London 2012 Green

Heineken® is, of course, the branded lager being served at the Games, while HEINEKEN in the UK has exclusive beer and cider pouring rights at all London 2012 venues where alcohol is served - and as such we'll be well represented among the 200,000-strong workforce at the Games, which includes 6,000 staff, 70,000 volunteers and 100,000 contractors.

To break our presence down into more detail, there will be 590 concessions within the Olympic venues, of which 198 will be retailing draught Heineken®. We're expecting a lot of thirsty visitors, so there will be 755 draught taps in place to cope with a forecast throughput of over two million pints of Heineken throughout the 28 days of the Olympics and Paralympics! These will be served in Heineken®-branded pint to line plastic glasses, and we've got some 2.5 million of these on standby.

Ambassador Pubs

This year we have identified 150 fantastic pubs sited near or en route to Olympic venues in London and across the UK that will become Heineken London 2012 beacon outlets. The pubs will help create the perfect place to 'Celebrate London 2012'.

These pubs will focus on quality to consistently deliver the perfect pint of Heineken that will be achieved by using the new Pourtal dispense system, Olympics-branded glassware and Heineken Star Serve staff training.

On Pack Promotions

We have also unveiled an exciting new on-pack promotion to celebrate The Olympics.

Join Team GB in London at a once in a lifetime event to celebrate the success of our British athletes. For your chance to win one of 10 pairs of "money can't buy" VIP access tickets and many other exciting daily prizes. For a chance to win, simply follow the link below and enter your details and the last four digits on the barcode from any promotional Heineken pack or bottle.

The competition is open now until the 20th August 2012 and, if you win one of our 10 top prizes, you'll be invited to the official celebration in London on Monday 10th September 2012. Good luck.

For more information and to enter your details
VISIT HEINEKEN.COM/GB >

Holland Heineken House

HEINEKEN will also be transforming Alexandra Palace into Holland Heineken House for the Games. The iconic meeting place for the Dutch sporting world is celebrating its 20th anniversary this summer and some 100,000 guests are expected to visit what is always a lively venue.

Social & Mobile Media

Geo-targeted mobile and sponsored activity on Twitter with the hashtag #celebratelondon2012 will direct consumers to the follow @Heineken_UK and the Heineken ® 'Fan Hub' for further content and updates.

BT London Live

HEINEKEN are proud to be exclusive suppliers of beer and cider at BT London Live, a series of free and paid-for celebrations in Hyde Park and Victoria Park from July 27- August 12 and Trafalgar Square from 29 August – September 9.

BT London Live launches on Friday July 27 with an Opening Ceremony Concert in Hyde Park and live performances from some of the UK's biggest acts including Snow Patrol, Stereophonics, Duran Duran and Paulo Nutini. Blur, New Order and The Specials take to the stage for the Closing Ceremony Celebration Concert and, in the days between, entry is free and there's performances from a great line-up of artists including Tom Jones, Feeder, Dodgy, The Levellers, Cast, Amy Macdonald and many more. Visitors will also be able to try out a range of Olympic and Paralympic sports and watch live Games action.

Heineken® branded bars at all venues will offer Heineken®, Foster's and Strongbow cider.

Weymouth Bayside Festival

As the Official Lager Supplier and tier three sponsor of the London 2012 Olympic Games and Paralympic Games we have secured exclusive pouring rights for its leading lager and cider brands at the Weymouth Bayside Festival 2012.

The Dorset town will host the multi-entertainment extravaganza on the Weymouth Peninsular and Pleasure Pier and run concurrently with London 2012 Olympics Sailing competition from July 27-August 12. The centerpiece of the Festival will be the main arena featuring two music stages where more than 200 live music acts, including some of the UK's best tribute bands, appearing over the two-week period. A vibrant retail village with bars and food courts, day-time street theatre and a traditional fairground will add to the family party atmosphere which will be enjoyed by up to 10,000 visitors per day.

FOR MORE INFORMATION VISIT WWW.WEYMOUTHBAYSIDEFESTIVAL.CO.UK >

Sustainability

We may be Painting London 2012 Green as part of our Olympic drive, but we're equally dedicated to ensuring that our other 'green' credentials are augmented at such a momentous event.

To that end, we are supporting BP's Target Neutral initiative, which Games organisers hope will play a major role in meeting their ambition to host the world's first truly sustainable Olympics.

Target Neutral is a not-for-profit scheme created in 2006 to help individuals and organisations tackle their carbon footprint from travel and HEINEKEN's participation will see us offset the carbon footprint of our logistics fleet serving all Olympic venues. The offsetting monies we supply will be donated to one of six global programmes identified by BP. These include a Kenyan farmers reforestation project, a scheme to create green power from landfill gas in Turkey and a ceramics biomass project in Brazil.

Sustainability

Being a responsible and sustainable business is, of course, at the heart of our long-term ambition to be the world's greenest brewer thanks to our Brewing a Better Future strategy. Our achievements so far have already seen us become the only alcohol company to achieve the highest ranking of Platinum Plus in the Business in the Community's CRI index.

In that context, our approach to carbon emissions is that we should strive to continually improve our own operations before considering offsetting - something that has already been optimised ahead of London 2012. We're nevertheless delighted to support the Target Neutral initiative in achieving its targets.

Sustainability

In addition to the carbon offsetting, we have also worked - via Amsterdam, with LOCOG and their recycling suppliers, to maximise the amount of recycling at the Olympic venues. We have ensured that the PET materials we use for the Heineken and Bulmers bottles, plus the plastic Perfect Pour cups, are suitable for the SITA on-site recycling process and carry the appropriate recycling graphics.

Sustainability

Another high-profile Heineken® presence will be our 330ml PET (polyethylene terephthalate) bottle. Successfully launched in London at May's Heineken Cup Final, it will establish its global credentials during the Olympics, where sales of 2.6 million bottles are forecast.