Core Insights - Heineken is launching the 'Starring Bars' initiative to support bars that serve Heineken® beer by redirecting commercial production budgets into these establishments [2][5] - The initiative aims to create a global catalogue of bars as film-ready locations, enhancing their visibility and financial opportunities [4][6] Company Strategy - The 'Starring Bars' program is part of Heineken's broader 'Back the Bars' platform, focusing on integrating bars into the film and television production process [2][5] - Heineken is inviting film industry professionals to prioritize these bars for filming, promoting them as authentic settings that can enhance storytelling [3][4] Marketing and Promotion - Heineken will implement a dynamic visual campaign to highlight bar owners and their stories, aiming to attract filmmakers to the catalogue [5] - The campaign includes moving billboards in major entertainment hubs with messages encouraging directors to consider bars as filming locations [5] Economic Impact - The initiative is designed to provide bars with increased foot traffic and visibility, ultimately benefiting local businesses and communities [6] - Heineken's investment in location rentals for ads will now directly support bars, creating new commercial opportunities for them [5]
Heineken ® to Boost Bar Incomes by Turning Them into Film Sets