WLBL and Heineken Cel­e­brate Jazz & Arts Sil­ver Ju­bilee

The Star (St. Lucia) - - LOCAL - By Faye-Chantelle Mon­de­sir

On Thurs­day April 14 Wind­ward and Lee­ward Brew­ery Limited hosted a press con­fer­ence to an­nounce its con­tin­ued spon­sor­ship of the Saint Lucia Jazz & Arts Fes­ti­val. Heineken Brand Man­ager Gaius Harry said at the launch that he ‘ex­pects consumer par­tic­i­pa­tion and in­ter­est from the di­as­pora and lo­cal per­sons at this year’s event which is cel­e­brat­ing its sil­ver ju­bilee’. The Wind­ward and Lee­ward Brew­ery, through Heineken, has been in­volved with the Jazz Fes­ti­val from the in­cep­tion and has con­tin­ued to grow and part­ner with the event.

Thomas Leonce, Mar­ket­ing Man­ager of the Brew­ery said, ”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.” He went on: “if one can have a mar­riage be­tween a spon­sor and a pro­moter, I think we can, be­cause it means that the ob­jec­tives of the pro­moter have aligned per­fectly with the spon­sor. So if the event con­tin­ues from one year to the next, one doesn’t have to come back and ne­go­ti­ate with the spon­sor for fund­ing.”

Ac­cord­ing to Leonce, this has es­sen­tially been the re­la­tion­ship with Heineken and the Saint Lucia Jazz fes­ti­val. “It’s an un­bro­ken part­ner­ship which we ex­pect to con­tinue,” he said. For Leonce, what the jazz fes­ti­val aims to do is cre­ate an event that at­tracts vis­i­tors to the shores of Saint Lucia, to en­joy this prod­uct that is called the Jazz & Arts Fes­ti­val, which has grown sig­nif­i­cantly.

The brew­ery, as proud plat­inum spon­sors, be­lieves the sus­tained part­ner­ship is rep­re­sented by both their tar­gets, which are ‘in sync’, bring­ing in in­ter­na­tional ex­pe­ri­ences to our lo­cal shores. Heineken is also the of­fi­cial beer of the Saint Lucia Jazz & Arts Fes­ti­val.

As a cos­mopoli­tan and in­ter­na­tional brand, Heineken is sold in 172 coun­tries and is the world’s most in­ter­na­tional drink. The brand’s re­cent tagline has been “open your world” and this is what Heineken aims to do, by part­ner­ing with or­ga­niz­ers of the Saint Lucia Jazz & Arts Fes­ti­val, the Saint Lucia Tourist Board.

Louis Lewis, di­rec­tor of the Saint Lucia Tourist Board, in his re­marks on Thurs­day said, “When the fes­ti­val was first con­cep­tu­al­ized in 1992, the idea was to bring vis­i­tors to the des­ti­na­tion, us­ing a spe­cial event to cre­ate that party-type at­trac­tion.

“Not only has WLBL spon­sored the main events at Pi­geon Is­land, it has al­lowed us to grow to the com­mu­ni­ties, oth­er­wise known as the fringe events, that have al­lowed cre­ativ­ity and en­trepreneur­ship to de­velop round the is­land.”

Heineken Brand Man­ager, Gaius Harry, says this year Heineken will team up with me­dia part­ners for re­gional and lo­cal Jazz pro­mo­tions and will en­gage con­sumers via su­per­mar­ket and bar pro­mo­tions. “Th­ese ac­tiv­i­ties will al­low con­sumers the op­por­tu­ni­ties to win Heineken and Jazz para­pher­na­lia as well as tick­ets to the events,” Harry says.

Ad­di­tion­ally, Heineken will en­gage and in­ter­act with con­sumers on site at var­i­ous events with its sig­na­ture beer gar­dens as well as the VIP gold pass at Pi­geon Is­land on May 7 and 8.

For this year’s Saint Lucia Jazz & Arts Fes­ti­val, which runs from April 29 to May 8, Heineken will once again ex­tend its sup­port not just to the SLTB but to the var­i­ous com­mu­nity and fringe events. Th­ese in­clude Jazz on the Square, Soufriere Jazz, Marigot Jazz and Salsa Saint Lucia’s Latin Jazz Party. Or­ga­niz­ers of th­ese events were on hand on Thurs­day to col­lect their cheques from Heineken.

Heineken Brand Man­ager Gaius Harry (left) presents a cheque to Peter St. Rose of Salsa Saint Lucia.

SLTB’s Louis Lewis (left) re­ceives a cheque from Thomas Leonce, Mar­ket­ing Man­ager of WLBL .

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