This presentation summarizes the current strategy of the Heineken Experience in Amsterdam. It outlines the target group of tourists visiting Amsterdam and an analysis of the attraction's strengths, weaknesses, opportunities, and threats. The goals are to make the Heineken Experience a must-see attraction through clear messaging and collaboration with other top attractions. The strategy is to partner with these other attractions, improve the website, and use digital media to better communicate the interactive education and entertainment offered to tourists.

1. http://www.youtube.com/watch?v=nNMZFhdqVJY WELCOME

2. PRESENTATION Company description Target Group Result Analysis Goals | Criteria Strategy Concept

3. COMPANY DESCRIPTION Heineken Experience Current strategy

4. TARGET GROUP Tourists Amsterdam

5. RESULTS ANALYSES Conclusion Strengths Weaknesses Opportunities Threaths

6. GOALS / CRITERIA Clearance Must see attraction Collaboration Digital Media Communication Innovative Education, interaction, entertainment on the website

7. STRATEGY Tourists Amsterdam Unfamiliair with HE Tourists Amsterdam Familiair with HE Collaboration with must see attractions Website Visit Heineken Experience

8. COLLABORATIONLINE Involved must see attractions

9. www.highamsterdam.com

10. CITY MARKETING: BLUE TOOTH Basis Poster points Blue tooth points

11. www.heinekenexperience.com Entering website Community Information and history Events and tours

12. INTRO MOVIE It’s all about the Experience … Enter your name and country

13. COMMUNITY

14. HISTORY AND INFORMATION

15. EVENTS & TOURS

16. Heineken Experience Target Group Internal & external analysis Goals Strategy & Concept SUMMARY

17. Questions?