Vigilante Touts Heineken’s Jamaican Party

NEW YORK Heineken hopes to hook more urban consumers this summer by offering a Jamaican weekend in its third annual “Summer House Party” sweepstakes promotion.

By listening to local radio and logging onto, consumers 21-years-old and older will be encouraged to enter the contest. Winners will attend the Heineken-hosted party in Jamaica, which will feature performances by Def Jam and local talent, food, celebrities and giveaways.

Ads by Vigilante in New York tout the “Summer House Party” on Black Entertainment Television as well as local radio in the top 25 markets. Print ads, featuring a bikini-clad woman on a tropical beach, urge consumers to “Leave your beer goggles at home.” Those ads will run in Vibe, King Magazine and weekly alternative newspapers nationwide. Online ads will also promote the contest.

Prior contests have sent winners to parties in New York and Los Angeles, but this marks the first time the event will be held outside the United States, said Scott Hunter Smith, Heineken brand manager.

The promotional budget was not disclosed, but the company spent $69 million on advertising both its Heineken and Amstel brands in 2002 and $16 million from January to March 2003, according to TNS Media Intelligence/CMR.