Heineken raises profile of responsible travel with campaign across Europe

Dutch brewer Heineken made an indelible impact on more than 800,000 travellers of legal drinking age via a recent geo-targeting campaign pushing important messages of safety and responsibility as global tourism reopens.

The campaign aimed at Europe’s holidaymakers, part of the Heineken #SocialiseResponsibly global platform, ran for nine weeks throughout August and September at nine key airports.

It utilised geotargeting at Alicante, Amsterdam Schiphol, Barcelona, Dublin, London Stansted, Milan Linate, Milan Malpensa, Paris Charles De Gaulle and Paris Orly Airports and engaged with more than 800,000 travellers of legal drinking age.

This was designed to remind and encourage people across a range of communities and situations to observe governments’ health and safety protocols to prevent Covid-19 transmissions.

Kateryna Vasylchenko, Marketing Manager of Heineken Global Duty Free team, said: “Our ultimate goal with this digital campaign is to encourage consumers to travel in a socially responsible way and to play their part in keeping the world open.

“As a global brand we are committed to engaging with our key communities and, for travel, this means calling out all that’s great about the discovery of travelling while reminding and encouraging us all how we can contribute to staying safe and keeping the world open.

“Geotargeting in the airports enables us to drive passenger consideration of the Heineken brand as close as possible to the moment of consumption, supporting conversion opportunities for our airline partners as they work to maximise onboard ancillary revenues as a key strand to business recovery.”

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