As the 2024 Amgen Irish Open returned to Northern Ireland this week for the first time since 2020, drinks brand, Heineken was right in the heart of the action with a new hyper-targeted outdoor advertising campaign.
The campaign, which consists of a mix of 6 sheets, bus T-Sides, Supersides and ultra-impactful Bus Hugs, is targeted to the Newcastle area where the tournament is taking place at Royal County Down Golf Club. The campaign’s multi-format approach is further enhanced with a tailored creative treatment and fitting copy that includes “When you make it to the green…”, to deliver a clever synergy between the sport and Heineken’s infamous brand colour.
Harnessing the power of Global’s diverse outdoor advertising portfolio means Heineken can increase the number of touchpoints with golf fans as they descend upon the Northern Irish seaside town during The Open which runs from the 11th to 15th September 2024.
“We’ve gone all out to turn Newcastle green this week. I’m absolutely delighted to see everything come together! Our outdoor advertising campaign is really driving visibility and proximity messaging for the Heineken brand not only in the heart of the golfing action but also around our consumer activations at the likes of The Percy French and Quinns”.
Gemma Herdman, Brand Manager, United Wines
Bus advertising is particularly integral to the campaign with Heineken employing Bus Hugs for the first time – a combination of 4-metre high Mega Rear, Superside and T-Side all positioned on the same vehicle – ultimately allowing the brand to ‘own’ each bus and deliver solus, unmissable impact without having to wrap the entire bus.
“With a large number of visitors expected throughout the week, there are traffic management measures in place in the Newcastle area with visitors asked to use designated park and ride facilities. Translink buses are one of the few permitted vehicles allowed close to the golfing action, making it the perfect platform for Heineken to turn Newcastle green and extend their Irish Open campaign and consumer activation activity”.
Lee McFaul, Account Manager at Global
The campaign was planned and bought by United Wines for the Heineken Company.
