The PR plan outlines a four phase warmup strategy to generate excitement for the opening of The World of Heineken (TWoH) at the top of the Bitexco Financial Tower in Ho Chi Minh City, Vietnam. Phase 1 involves dropping hints on social media to generate curiosity about what is happening at the top of the tower. Phase 2 reveals some details that the highest bar with a stunning view is coming but does not provide full details. Phase 3 announces there are only 5 days remaining until the big reveal and asks the audience to join in counting down. Phase 4 fully reveals TWoH and asks the audience to join the perfect experience with Heineken. Key media will be updated on visitor numbers and

2. PR PLAN

3. PR PLAN
15 Oct
2 Nov
20 Nov
15 Dec
WARM UP ALWAYS ONDAYS AFTERGRAND OPENING
Drop a hint to generate curiosity
about what is happening on top of
Bitexco
Leverage KOLs from digital
Then we reveal only a bit of what big
is coming: The highest bar with a
stunning view in Vietnam. Then we let
audience know Heineken is behind
the plan
5 days before D-day, we reveal
whole fully and ask audience to join
us in counting down to have the
perfect experience with Heineken
Leverage KOLs and Heineken’s second
son appearance at event to generate noise
Showcase great experience by 360o
journey digitally inside TWoH
Build TWoH-Perfect experience for
bar goers/ travelers
Highlight the point: No more need
to go to Amsterdam to visit the
Heineken Experience
Keep updating about perfect
celebration at TWoH
KEY EXECUTIONS ON PR
Update numbers of visitors and
capture their best moments
MEDIA STRATEGY
- Online and lifestyle media
- Core media
- 15 media for VIP event
- - Pitch 5 media for public event
- Modern article on online media
(e-magazine / 360o photo)
- Lifestylemedia
- Travel column
A PERFECT EXPERIENCE
PHASE I II III IV
OBJECTIVES TO CREATE CURIOSITY
ABOUT TWOH
TO DRAMATIZE THE EXCITEMENT
EXPERIENCES AT TWOH
TO FEATURE KEY HIGHLIGHTS OF
TWOH EXPERIENCES
TO BUILD UP THE MOMENTUM OF
TWOH
KEY MESSAGE A STAR ABOUT TO RISE EXPERIENCE THE GREATEST STAR AMONG
ALL STARS
THE HIGHESTAND COOLESTSTAR
EXPERIENCE IN VIETNAM
DISCOVER THE HOTTEST
DESTINATION IN HCMC

4. DROPAHINT
- Generate curiosity around the
location but not fully giving them
all details
REVEAL HALF WAY
- Tip them enough info to look forward to
COUNTING DOWN
- Lift their emotion to higher level and let
them naturally drawn into the launch of
TWoH
WARMUP PHASE
15 OCT 20 OCT 28 OCT
WHATIS HAPPENING ON TOP
OF BITEXCO TOWER?
✓ The city’s most iconic building
has recently covered with only
the “coming soon” signage
✓ On social, a prediction trend
a bout wha t will be happening
at Bitexco top floors has
become vira l
NOONE EVER BEEN TO THE
HIGHESTFLOOR OF BITEXCO,
WHAT HEINEKEN IS PLANNING?
✓ Only few lucky ones ever been to the
highest floor of Bitexco Financial Tower.
People are only allowed to come up to 52
floors. Those who ha ve witnessed sa id the
view is certainly up to higher sca le.
✓ Heineken has claimed they a re working to
deliver perfect experience on 58-59 a nd 60
floors. Ever wonder wha t Star Serve ta ste
like with tha t stunning view?
5 DAYS COUNTING DOWN TO
HAVE THE PERFECTEXPERIENCE
✓ From 20 Oct when you look up Saigon sky,
there will be one more shining star on top of
iconic tower.
✓ Wait no more, only 5 more da ys the venue will
be open for public and you will be taken on an
journey into the bra nd stories, Heineken’s
creative ca mpa ign then enjoy Heineken
perfectly served at the highest bar a fter the
tour from the most stunning view
✓ Event with specia l presence of Heineken’s
second son
Channels:online media, entertainment column

5. Drop a hint 1st
article
Reveal a bit 2nd
article
Countdown 3rd
article
GLX-Warm up phase

6. DROPAHINT
- Generate curiosity around the location but not
fully giving them alldetails
WARMUP PHASE
WHATIS HAPPENING ON TOP OF BITEXCO TOWER?
DEMOANGLE
1.10 hot photos a day: Socialdebates about
which star is about to rise on BITEXCO
Financial Tower
2. The recent talk about Bitexco’s new
signage no one knows what’s going on
Suggested Media:
10 ảnh hot trong ngày trên
Facebook

7. WARMUP PHASE
NOONE EVER BEEN TO THE HIGHESTFLOOR OF
BITEXCO, WHATHEINEKEN IS PLANNING?
Suggested Media:
DEMO ANGLE
1. Heineken is bringing icon of perfect
experience to top of Saigon’s iconic tower
REVEALABIT
- Tip them enough info to look forward to
2. Heineken has confirmed they are working
on the highest floors of Bitexco for perfect
experience with a stunning view of HCMC.
HEINEKEN IS BRINGING THEIR
NEXTWORLD CLASS EXPERIENCE
OTOP OF SAIGON’SICONIC
OWER
T
T

8. WARMUP PHASE
5 DAYS COUNTING DOWN TO THE RISING STAR
DEMO ANGLE
Suggested Media:
COUNTING DOWN
- Lift their emotion to higher level and
let them naturally drawn into the
launch of TWoH
1. Heineken invite you to the unique journey with
perfect experience in Vietnam in 5 days time
Are you ready to have a perfect experience2.
with The World of Heineken?
HEINEKEN INVIT
YOU TO THE
WORLD OF
HEINEKEN IN 5
DAYS TIME
E

9. THE WORLD OF HEINEKEN
GRAND OPENING

10. EVENT RUNDOWN- 2 Nov 2017NO START END DUR SESSION DETAIL PR PRACTICE
1 18:00 19:00 01:00 WELCOME GUESTS Guests check in at Ground Floor
Taking pictures at photo corner
Enjoy F&B
Screen shows Heineken manifesto clip on screen
Camera recording footage
2 19:00 19:08 00:07 OPENING SPEECH MC welcomes all guests
Opening speech by Mr. Leo
VVIPs cheer up on Stage: Chairlady (Ms Trang), Frans, Leo and Charles
TWOH Teaser Clip show on screen
Camera recording footage
4 19:08 19:16 00:08 UNVEILING MOMENT Unveiling moment on stage
Curtain drops, Doors open
Lighting & flare effect to celebrate
Unveiling TWOH Entrance.
Camera recording footage
5 19:16 – 20:05 MOVING UP TO 58TH
FLOOR TWOH staffs at entrance to welcome all guests in order.
MC presents & instructs guests on movement plan
All guests are escorted & move up to 58th floor by group.
GLX to escort media to 58th floor
7 20:05 -20:17 HEINEKEN MOMENT MC calls up guests to the Heineken moment.
VVIPs are invited to light up the World of Heineken - Inspirational clip shows on
video wall.
Impressive laser performance -3 floors are lighted up.
Live streaming moment on bar screen
Entertainment performance with DJ, dancers, laser show.
Camera recording footage
8 20:17- 22:15 TWOH TOUR Groups of guests are invited to take tour of TWOH
After tour, guests could come back to 58th bar & continue to enjoy
9g15-10h00-after the tour:
• Leo interview with HTV (10mins)
• Frans and Victor Vu interview with VTV
(10mins)
• Charles interview with Fox (5mins)
• Waiting for KOLs at end of the tour to
capture their emotion
9 22:15-23:00 SEE OFF GUESTS

11. MEDIAATGRAND OPENING
How: Media tour divided
into small group. Each
group has specially
assigned speakers from
Heineken who knows well
about the idea behind
each session and go on a
tour inside TWoH
No Media Sal Contact
General newspaper
1 Thanh Niên online Chị Nguyên Vân
2 Tuổi Trẻ Chị TBC
3 Sài Gòn Giải Phóng Anh Quang Trưởng
Life style/Entertaiment Magazine
4 The Thao Van Hoa Dan Ong Chị Thanh Huyền
5 Golf & Life Anh Tuấn Anh
6 Thời Trang Trẻ Chị Trần Lệ Thủy
7 Elle man Anh Lê Hồng Lâm
Business Magazine
8 Doanh nhân Sài Gòn Cuối
Tuần
Anh Huỳnh Quốc Thịnh
9 Doanh nhân Sài Gòn Chị Lữ Ý Nhi
10 Phong Cách Doanh Nhân Chị Quách Diễm
11 Vietnam News Chị Hoàng Nam
Online
12 News.zing.vn Anh Kap Thanh Long
13 The thao van hoa Anh Tuấn Anh
14 Ngoisao.net Chị Hương Giang
15 Ngoisao.vn Chị Nhã
16 Saostar Chị Trang Hoàng
17 iOne (vnexpress) Anh Xuân Tân
TV STATION
18 VTV3 Anh Hữu Phúc
19 HTV7 Anh Tấn Hoàng
20 Fox (Starworld &
Starmovie)
Chị Minh Anh

12. VENUE
INTERVIEWPLAN FOR VVIPS
TimeTVChannel
AT GRAND OPENING
After closing speech & key moment before starting 1st
group
Mr. Frans Eusman,
Regional President APAC
Interview with
Mr. Leo
Managing Director of
Heineken Vietnam
Mr. Charles de Carvalho
The second son
of the Heineken family
After the tour
The bar counter – 58th floor
(21:15-21:25)
Victor Vu
Dinh Ngoc Diep
After the tour
(21:15-21:25)
After the tour
(21:15-22:00)
Victor Vu Tuan Hung Le Hieu Thuan Nguyen
Diem My 9X Duong Tu Anh Hua Vi Van
Diem My 9X
VTV1 - Duration (1 min)
Tentative: 4 Nov
Cuộc sống thường ngày
(18:00 -18:30)
HTV9 – Duration (1min)
Hot news, Sat lunch (11:30
-12:30)
Event report. Duration (1,5 min)
Frequency 15 times
• 10 times on Starworld
• 5 times on Starmovies

13. SPEECH-LEO EVERS
• Welcome and address distinguished guests
• Heineken Vietnam is proud in bringing the
icon of perfection, from
Vietnam and introduce to
Vietnam.
Amsterdam to
beer lovers in
• Briefly introduce about The World of
Heineken in Amsterdam and how the idea
has been embedded in Vietnam
• Heineken always strives to bring Vietnamese
customers unique and only Heineken
experiences. And thus Heineken has invested
in The World of Heineken to bring the unique
experience to Vietnamese audiences.
• Therefore, Heineken has brought The World of
Heineken to the top floor of iconic building-
BITEXCO Financial Tower where audiences
can have the perfect view when enjoying the
tour around our designed areas.
• Attending the World of Heineken, consumers will be
taken on an aspiration journey to experience
Heineken`s unique history in an interactive way with
the cutting-edge technology.
• Relishing in Heineken’s long-lasting heritage in an
interactive way with most modern technology, then
getting inspired by series of creative campaigns, and
enjoying Heineken perfectly served at the highest bar
with stunning view will bring perfect experience for
consumers
KEY TALKING POINTS
BIG IDEA OF THE WORLD OF
HEINEKEN, IN AMSTERDAM AND
IN VIETNAM
WHY HEINKEN BRINGS THE
WORLD OF HEINEKEN TO
BITEXCO FINANCIAL TOWER
WHAT THE WORLD OF
HEINEKEN WILL OFFER TO
VIETNAMESE CONSUMERS

14. Tentative Qs &As
INTERVIEW PLAN
Mr. Leo
Managing Director
Q: Can you share with us what might be the perfect and most memorable
experience that “The World of Heineken” will bring to Vietnamese
consumers?
A:
- The World of Heineken is intended to offer consumers an aspirational journey into
Heineken’s legacy and heritage from Amsterdam in the Netherlands to Ho Chi Minh city in
Vietnam.
- Unique stories of Heineken will be presented in an interactive way with cutting – edge
technology
- Then they will be inspired by our creative brand – connecting campaigns that have
captivatedmillions of people, from sports, to music experience.
- Enjoying Heineken perfectly served at the highest bar from the most stunning view of Ho
Chi Minh city will bring perfect enjoyment for consumers.
Diem My
KOL
Q: Being Heineken’s biggest fan, which special
experience do you think TWoH will bring to
Vietnamese audiences?
A: Diem My specially likes the 4D Brewing Experience
because never before Diem My has seen the brewing
happening before the beer is served. Diem My believes
there are many other special experiences that Vietnamese
consumers will get when attending TWoH

15. Tentative Qs &As
INTERVIEW PLAN
Mr. Charles de Carvalho
The second son of the Heineken family
Q: As one of the guardians of Heineken family dynasty, can you share with us how Heineken’s Art of
Perfection has never wavered ensuring the perfect quality of Heineken now enjoyed across 192 countries?
A:
- Heineken® has grown from a small Amsterdam-based company in 1873 into the world’s most
international premium lager with passion and relentless dedication for quality.
- This results in 25 million Heineken’s being enjoyed each day across 192countries.
- Beside the perfect tasting beer, Heineken® with seal of perfection helps to guarantee the best
possible drinking experience for consumers.
- We acknowledge the leadership role in bringing world-class experience for consumers, especially
our enriched heritage and legacy.

16. Tentative Qs &As
INTERVIEW PLAN
Mr. Frans Eusman,
Regional President APAC
Victor Vu and Ngoc Diep
KOL
Q: With Vietnam being one of the top contributors to Heineken’s
growth in Asia Pacific region, in your perspective, what makes “The
World of Heineken” credential campaign in Vietnam special?
A:
- Heineken has created several credentials campaigns across regions
to educate consumers about Heineken brand heritage
- With Asia Pacific being the growth engine and Vietnam being one of
the most dynamic markets, we see astounding opportunities with
our presence in Vietnam.
- In Vietnam, “The World of Heineken” will lead consumers on a
journey to relish in Heineken long-lasting heritage with the art of
perfection.
Q: What makes you most interested in Heineken and TWoH?
A:
- Heineken inspires me with their philosophy to always reach out for
only the Perfection. When I have a chance to study the whole
brewing process with Global Brew Master, I have learnt and come to
love the perfection in every details: even in choosing ingredients to
brewing in horizontal tank etc

17. MEDIA COVERAGES
10 committed
news after
event
28 articles to
promote
TWoH
Estimated PR
value:
150,000USD

18. GRAND OPENING FOR VIP EVENT
2 NOV 20 NOV
STARS JOINING
BRIGHTEST STARS ON
RED CARPET
➢ The Star of Heineken
has lit up on the sky of
Saigon
➢ Vietnamese celebrities
proud to be first to
experience TWoH
D DAY
KOLS
STUNT
THEHIGHLIGHTOF THIS WEEK’S
ENTERTAINMENT WAS
HEINEKEN’S GRAND OPENING
OF TWoH
➢ TWoH has impressed
audiences by bringing the
experience to higest level
➢ The coolest technology
applied to bring only the world
class experience
STUNT
EXPERIENCE
The wow factor- 360o view into the
World of Heineken

19. GRAND OPEING
The wow factor- 360o view into the World of Heineken Suggested Media:
DEMOANGLE
Heineken delights their loyal fans
with perfect experience at TWoH
– one and only journey outside
Amsterdam into enriched brand
herritage
Heineken doesn’t just use cutting
edge technology in their world-
class breweries, they have
partnered with Samsung to bring
STUNT
high-tech,
technologies
nextgeneration
to consumers at
World Of Heineken

20. GRAND OPENING
Suggested Media:
DEMOANGLE
1. Vietnamese stars joining Heineken
second son on special green carpet
of the World of Heineken.
2. Bright stars gather as Heineken
shines on top of Bitexco tower
KOLS
STARS JOINING BRIGHTEST STARS ON RED CARPET
➢ The Star of Heineken has lit up on the sky of Saigon
➢ Vietnamese celebrities proud to be first to experience TWoH

21. DAYS AFTER
20 NOV
15 DEC
TOP 10 MOMENTS
TAKEN BYVISITORS IN
THE WORLD OF
HEINEKEN
✓ After a week TWoH has
received more than thousand
visitors coming pa ss its door
✓ These a re the highlight of best
shot from visitors a nd their
testimonials
UPGRADE YOUR EXPERIENCE TO
THE TOP-THAT’SWHATTWOH
DOES
25 NOV
✓ TWoH is not just a premium a nd exclusive
venue, at the top of the premium Bitexco
Tower, but also brings you a premium and
unique experience, with floor on floor of
a mazing world-class installations and
experiences tha t you can get nowhere else in
Vietna m.
✓ HCMC has finally come of a ge with the a rrival
of super premium World of Heineken on top
of the Bitexco Tower
PHOTOSTORIES TESTIMONIALS
Channels:online media, entertainment column

22. DAYS AFTER Suggested Media:
DEMOANGLE
PHOTOSTORIES /
TESTIMONIALS
1. Thousands of moment has been made in the World
of Heineken
2. From Amsterdam to the first World of Heineken in
Saigon, thousands got relished in perfect view,
perfect experience
TOP 10 GREATESTMOMENTS TAKEN BY
VISITORS IN THE WORLD OF HEINEKEN

23. ALWAYS ON
15 DEC 15 JAN
REVIEW THE HOTTESTLOCATION TO CHECK OUTIN
SAIGON ATTHE MOMENT
✓ Wonder where to go when in Saigon? This is a must location
with top city view a nd greatest experience. Thousand people
has been inside and review its with 5 stars, you should not
miss out on this hottest check in place.
✓ TWoH ha s 6 a reas which takes you on a tour to go back to the
year 1873 when the world famous beer brand was born in
Amsterdam to 360o view inside brewery process and then you
can relax with a cold beer enjoying the view of Saigon city
✓ Whether you a re new to the city or have been in Bitexco
Fina ncial Tower, this perfect experience is unlike the usual
one.
✓ To celebrate the end of 2017 in a
perfect way, HNK has brought
new entertainment to The World
of Heineken.
✓ TWoH will bring you greatest
experience to celebra te with your
friends on this specialocca sion
BUILD TWOH AS HOTTEST LOCATION
PICKUP FESTIVE SEASON TO
CAPTURE
PERFECT CELEBRATION AT
TWOH
Channels:online media, entertainment a nd tourism column

24. ALWAYS ON
Suggested Media:
DEMOANGLE
REVIEWTHE HOTTESTLOCATION TO CHECKOUT
IN SAIGON ATTHE MOMENT
• Looking for perfect experience in Saigon- check out the
hottest location on top of Bitexco Financial Tower-THE
WORLD OF HEINKENEN
• No more need to go to Amsterdam to visit the Heineken
Experience as the top 3 floors of Bitexco, the iconic building
of HCMC, is now hosting the hottest destination in town.
WHEN YOUR DRINK
OF HEINEKEN IS
WITH AVIEW AND
MEMORABLE
EXPERIENCE
BUILDTWOH AS HOTTEST
LOCATION

25. POSSIBLE LONG TERM PLAN
FIRST TIME ELLEMAN HOST “MEN OF VIETNAM” AWARD

26. POSSIBLE LONG TERMPLAN
MEN OF VIETNAM
• The first time Elle host special Award for Men
• Elle has 7 awards categories for Men who have special
contribution in 2017 such as Victor Vu, Philips Nguyen,....
• Elle will hold an awards ceremony in mid of December,
2017
• Tentative time: 15/12/2017
• Elle wants to build up big event on highest location and
highly entertaining with the best effects like TWOH
• News of this Award will air on all Elle’s channel:
Elleman Magazine, Elle Online, Elle Fanpage...
• Elle wants to build this award into an annual award for men
every year.

27. POSSIBLE LONG TERMPLAN
ESKY CLUB
Target: Stylish, sophisticated
businessmen always look up for new
inspiration to fulfill their dreams.
Key insight: Their unique
experience define their different
success
Age:
Theme:
Food:
Date:
35 - 40
Formal, elegant, cosy
Fine dining set menu
End of November/ Middle
of December
No of guests: Max 100
Location: Fine Dining Venue

28. ESKY CLUB

29. ESKY CLUB
•Networking
• Fine dining, entertainment
• Conversation/ talk show
features on men’s experience, pursuit,
accomplishment.
•Lifestyle experience for guests include
activities on whiskey tasting/ fashion/
cigar bar/ luxury watches try on/ made to
measure fashion/ automotive brand.