Heineken, one of the original sponsors of the Saint Lucia Jazz Festival (rebranded the Saint Lucia Jazz & Arts Festival recently), is once again gold sponsor and the official beer for this year’s event. At a press launch on Thursday April 14, plans for the silver jubilee partnership between Heineken and the Saint Lucia Tourist Board (organizers of the festival) were unveiled. The event was held at WLBL’s sales and corporate office, Vide Boutielle.
Speaking at the launch Thursday, Thomas Leonce, Marketing Manager of WLBL (the local parent company of Heineken) stated: ”I’d like to think of our association with the Jazz festival as not one of promoter and sponsor, but essentially I liken it to a marriage, one which has lasted for 25 years and I think a quarter century in a marriage is a significant milestone.”
According to Leonce, the relationship between Heineken and the organizers of the St. Lucia Jazz & Arts Festival is an unbroken partnership that aims to create an event that attracts visitors to the shores of Saint Lucia, to enjoy this world class event.
Gaius Harry, Heineken brand manager noted Thursday that as the original sponsor of this international event, and one of the few remaining original sponsors, Heineken felt a special bond to the event. “However this bond moves further into our extended family-the consumers and the fans, without whom this celebration would be insignificant,” Harry said.
“As the original sponsor of the festival and the official beer of the Saint Lucia Jazz and Arts Festival we will leave no stone unturned in our endeavor to make this year’s event truly celebratory and magical for all,” the Heineken brand manager added.
To this end, the presence of Heineken will be felt at different levels this year including Heineken regional programs where consumers and Heineken partners will be afforded the opportunity to be part of this year’s festival. Heineken has also launched its supermarket, retail and bar promotions, which gives consumers opportunities to win Heineken and Jazz paraphernalia as well as tickets to the various events. Heineken will also be teaming up with various media partners to offer prize incentives on their Jazz programs in the build up to the April 29 to May 8 Saint Lucia Jazz & Arts Festival.
Besides Heineken’s partnership with the SLTB for the main-stage events, Heineken is also throwing its support behind other community and Saint Lucia Jazz & Arts related events across the island. These include Jazz on the Square in the city of Castries, Soufriere Jazz, Marigot Jazz and Salsa Saint Lucia Latin Jazz Party as well as the premium event Different Shades. Organizers of these events were on hand Thursday to collect their checks from Heineken.
Heineken will also be sponsoring the VIP gold pass experience during main-stage Jazz at Pigeon Island May 7th and 8th.
Saint Lucians and visitors alike will soon converge on the island for the ten- day Saint Lucia Jazz & Arts Festival. And, Heineken invites all to “open your world” to the pulsating and exhilarating fun and excitement the event offers. This, while enjoying Heineken responsibly and moderately of course!