San Miguel taps GolinHarris for Belgian Beer Festival 2011

San Miguel Brewery, the organiser of the Festival, charges Golin Harris to promote and publicise the event. The brief for the event was to maximise brand awareness and product trial of three popular Belgian beer brands — Stella Artois, Hoegaarden and Leffe — in the market, and create a "relaxing, culturally-relevant" festival experience.

The Belgian Beer Festival will be attended by VIP guests including the Consul-General of Belgium, leaders of the Belgium and Luxembourg Chamber of Commerce in Hong Kong, and representatives of San Miguel Brewery Hong Kong, and Ageas Insurance Company (Asia) Limited.

The event will feature dance performances, appearances from Grammy-nominated jazz musician Howard McCrary, a giant inflatable replica of the world-famous Manneken Pis – Brussels’ iconic statue of a cherubic young boy.

The campaign incorporated in-bar promotions across 180 outlets during November, and media activities included placements in newspapers, magazines and across social media, with bloggers invited to cover the event on the day.

“We are thrilled to be given the opportunity to work with San Miguel. Stella Artois, Hoegaarden and Leffe, and we are excited to be supporting their brand development and publicising their Belgian heritage via this event," said Jeremy Walker, head of sports marketing and branded entertainment at Golin Harris.