Heineken National Sales Brief


For the 2017 On & Off Trade National Sales Brief, Heineken brought together their On and Off Trade sales and marketing teams and Star Pubs & Bars colleagues for the first time in five years. The event was hosted in Newcastle at The Sage, a customer of Heineken’s and was the largest to date with just shy of 650 employees attending. The venue was chosen for its ability to be transformed into the immersive event that Heineken had in mind. The objective was to inform, inspire and motivate their sales teams ahead of 2017, recap on the year just gone, and give delegates the opportunity to engage with all the brand teams across each area of the business, understanding their visions for the future.

2017 On & Off Trade National Sales Brief, Heineken



The production was complex, with numerous challenges surrounding the event management, venue restrictions and extremely tight turnaround times. The transformation of the concourse into the immersive evening event was done in just 2 and a half hours and day two’s exhibition was built overnight. With a lot to do and little time to do it in, there was no room for error. 24/7 crew onsite for the entire event ensured a seamless production which was essential to the event’s success.

Vicky Halle, Event Manager at Corporate Events commented, “Having worked with Heineken for many years it was great to have the opportunity to produce such an interactive and engaging conference for their sales team. Everything from the projection mapped content to the trade stands was really engaging and successfully produced. A memorable event for all! It was also great to get such commitment from all the brand teams and stand owners, everyone was so excited ahead of the event, and by working across the business as a whole we came together to produce one of their best events yet”.

experiential activations