Heineken KIcks Off Partnership with Laneway Festival in 2012, Expands Commitment to Support Fresh, Revered Seminal Music

Press Release  •  Feb 01, 2012 16:54 SGT

Fans everywhere will enjoy a unique cityscape music experience delivered through Radio Heineken

Heineken builds on its long standing support of ground breaking music by partnering with the St. Jerome’s Laneway Festival as the official beer partner for the festival’s second year in Singapore.

With the inclusion this year of Radio Heineken– an outdoor audiovisual installation - music fans both at the venue and at home will get to hear every angle and see every angle of the festival through the perspectives of other festival-goers.

The giant Heineken ‘radio’ will be built on site at the iconic Fort Canning Park grounds. Equipped with a photobooth and a visual wall displaying live feeds from roving cameras, fans can be assured of interesting views of the festival, staying true to our promise of “see every angle, hear every angle”. The wall will also feature pictures from around the venue uploaded by fans via Twitter. The most creative consumer generated photos paired with the hashtag #radioHKN and depicting the best festival angle will stand a chance to win signed memorabilia by the bands.

Through an exclusive partnership, 98.7FM DJs will also be broadcasting live on location from Radio Heineken on 12th February from 9 – 11pm, bringing fans interviews with today’s most prolific international indie artists. Listeners of the station will also stand a chance to win tickets to Laneway and interview opportunities with their favourite acts in the lead up to the festival.

“For over a decade, Heineken has paved the way in bringing ground breaking and genre- bending international music acts to Singapore. We share this drive with the founders of Laneway in wanting to create fresh, distinctive and authentic music experiences, delivered to fans in an innovative way,” said Mr. Rene de Monchy, Head of Marketing at Asia Pacific Breweries Singapore.

The St. Jerome’s Laneway Festival has always been about showcasing new and revered seminal music; finding what's fresh and great and bringing it to unique settings and surrounds to be appreciated by music lovers. Started in 2004, Laneway returns this year to all seven cities it travelled to in 2011, including Singapore, with a line-up that promises to rival anything the festival has put on before. 14 international bands and artists ranging from the electronic act M83 (France), the edgy pop-rock songstress Feist (Canada), to zombie punk band The Horrors (UK) will be performing on two stages set against the city backdrop. This year, the event transforms into a bona fide festival experience.

Sharing that same spirit, keep a lookout for the Heineken-themed festival van and be transported to a transformed Fort Canning Park where you’ll be able to savour an icy cold Heineken and open your mind to a whole new festival going experience.

The first 40 Heineken Green Room members to flash their membership cards at Radio Heineken will receive a Heineken Festival kit consisting of a picnic mat, fan and raincoat. But the good times extend to everyone else as well; the first 200 to buy a tray of 6 Heinekens at the festival will also be treated to an exclusive Heineken picnic mat so see you there bright and early!

About Heineken in Singapore

Enjoyed in over 170 countries around the world, Heineken is Singapore’s most enjoyed premium international beer. A well-balanced and smooth lager known for its pure taste and consistent quality, Heineken is also renowned the world over for its innovative initiatives.

In Singapore, Heineken has been a pioneer in the music scene since 2000, uniting cosmopolitan music enthusiasts at the forefront of the most cutting edge experiences through unique events such as Thirst, Elevation Concerts on the Roof, as well as the acclaimed Heineken Green Room program. Heineken has also been an avid supporter of some of Singapore’s most renowned international music events such as ZoukOut.

For more information visit www.heineken.com/sg

For further information please contact:

Sheena Sim
iris Worldwide
Telephone: +65 6304 2226 Mobile: +65 9274 2054 Email: sheena.sim@iris- worldwide.com

Brendan Sheares
Corporate Communications
Asia Pacific Breweries Singapore Telephone: +65 6860 3003
Mobile: +65 9858 4111
Email: brendan.sheares@apb.com.sg

Listed on the Singapore Exchange, Asia Pacific Breweries Limited (APB) is one of the key players in the beer industry. A joint venture between the Fraser and Neave Group of companies and Heineken, APB was established as Malayan Breweries Limited (MBL) in 1931. The company went on to open its first brewery in Singapore and launched the award-winning Tiger beer a year later. Over time, MBL took its business beyond Singapore and added new beer brands to its portfolio of brews. MBL was renamed Asia Pacific Breweries Limited in 1990. Today, APB operates an extensive global marketing network, which spreads across 60 countries and is supported by 30 breweries in 14 countries including SingaporeCambodiaChinaIndonesiaLaos,MalaysiaMongoliaNew CaledoniaNew ZealandPapua New GuineaSolomon IslandsSri LankaThailand, andVietnam.

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