The London 2012 Heineken Holland House Virtual Tour


Heineken has rolled out a virtual glimpse of Holland Heineken House – the official house of the Netherlands Olympic Committee (NOC) at the London 2012 games.


During the Games, North London’s Alexandra Palace will host Dutch activities, bars, restaurants and appearances by top DJs and performers.


Holland Heineken House will open on July 26, the day before the Olympic Opening Ceremony, but the new online video provides an innovative virtual tour of how Alexandra Palace is being transformed into Holland Heineken House.


The online film’s release marked the 100 day countdown to the Games and it is the first time the giant beer brand has provided a sneak venue preview and virtual tour. The idea is to build pre-launch interest in the venue locally known as ‘Ally Pally’.


The video focuses on the interior transformation and the ‘This Must Be Holland’ decorative design concept.


The overall look and feel is described as ‘traditionally British but with an orange twist’ (orange being the national colour of the Netherlands).


The venue’s central hall will see renacted medal ceremonies for Dutch athletes, as well as live performances. The Heineken Arena will broadcast the Game’s Opening and Closing Ceremonies and live sporting action on full-size screens.


There will also be shops on site selling official NOC and Holland Heineken House branded merchandise.


London 2012 is the 11th Olympic Holland Heineken House. The first appeared at the Barcelona 1992 Games.


“Holland Heineken House celebrates its 20th anniversary this year and this unique virtual tour shows that it will be the most memorable House yet both in terms of size and the experience we will offer our visitors,” said Hans Erik Tuijt, Heineken’s Global Activation Manager. “Heineken has an unparalleled reputation for providing consumers with the extraordinary and it is no surprise that Holland Heineken House welcomed 100,000 fans in Beijing 2008 and 120,000 at Vancouver 2010.”


Heineken’s own aim is to provide an even better branded experience in London and the beer brand is already looking for a best venue in Rio ahead of the 2016 Olympic Games.


Alexandra Palace was originally built back in 1873 as a public centre of recreation, education and entertainment. In 1936, it was the headquarters of the world’s first regular public service television, operated by the BBC. Today it is best known as being an exhibition centre, music venue and conference centre operated by the trading arm of the charitable trust that owns the building.


Entrance to Holland Heineken House during the Olympics is by ticket only. The venue will be open from 10.30am to 2am every day until it closes on August 12 following the Olympic Closing Ceremony.




Holland Heineken House looks certain once again to be the traditional meeting place for Dutch sportsmen, media and officials during the London Olympics.


But how many Dutch fans will swarm to the venue remains to be seen. After all, it is not located in either central London or near the Olympic Village.


Interestingly there is no link between this work and the fact that Heineken has sole pouring rights at London 2012. Neither the Dutch beer giant nor the organising committee have published the cost of the deal, but reports suggest that Heineken has paid around £10m for e Tier Three sponsorship deal.


The rights package gives Heineken the right to sell two other brands in its portfolio and these are expected to be John Smiths bitter and Strongbow cider (which will be named ‘British Bitter’ and ‘Cider’ at the Games.


It will be interesting to see how Heineken activates around its pouring rights Olympic deal. Not least in light of the recent criticism aimed at IOC sponsor McDonald’s over child health and obesity issues (and the brand’s kids activity London 2012 campaign focus).


Hans Erik Tuijt, the brewer’s global activation manager, said: ‘We are proud of what Heineken does in the area of responsibility and we will send that message out at the Olympics.’


Heineken will focus on responsible drinking as part of its Olympics sponsorship activity and will draw back from running marketing activity around family events and focus on sports with links to drinking occasions.















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