E-Malt.com News article: 1087

Belgian brewing force, Interbrew, announced on May 16 that its famous brand Stella Artois® became an Official Partner of the 2003 Film Festival of Cannes. “Stella Artois Screen® is pleased to be an Official Partner, for the second year, of the Cannes Film Festival, from 15 May until 26 May 2003. By partnering with one of the most outstanding international film festivals in the world, Stella Artois Screen® creates international awareness for its long-term commitment to film enthusiasts and the film industry. Various film-related activities will be organized at the Stella Artois Screen® Beach pavilion along the famous Cannes Croisette, such as a Belgian Day on Saturday 17 May 2003 and Stella Artois Screen® parties,” said the company in a press release.

In Interbrew's brand portfolio many brands have a successful sponsorship theme, such as "football" for the Belgian lager Jupiler® and the Croatian lager Ozjusko®, and "F1" for Interbrew's other powerhouse brand Beck's®. In 2002 Interbrew chose "film" as its global sponsorship theme for its powerhouse brand, Stella Artois®. In-depth research found that the typical Stella Artois® consumer was interested in films and film-related activities and that the overlap in target audience - from age to gender to cultural interest - made film the absolute ideal sponsorship theme.

Stella Artois Screen's® international film activities include an initial three-year Official Partnership with the Cannes Film Festival and also the Official Partnership of the Cannes Film Festival's Paris-based Residence for Young Filmmakers, La Cinéfondation. The latter is part of Stella Artois Screen's® expressed commitment to support the next generation of filmmakers. To this end, Stella Artois Screen® sponsors various on-line and televised film programmes of international broadcaster BBC World, including their flagship film programme Talking Movies and the 2003 Talking Movies Young Filmmaker of the Year Award.

On a local level Stella Artois® will remain focussed in 2003 on creating proximity with consumers by setting up local film-related activities such as:
- the Outdoor Giant Screen Roadshow in Central and Eastern Europe and a Giant Outdoor Screen event in Russia, both taking great films to outdoor venues for free viewing by thousands of movie lovers;
- long-term partnerships with the Film Festivals of Sarajevo and Zagreb;
- the continuation of the Stella Artois Screen Awards in Bulgaria;
- Première Club in the UK;
- Stella Artois Screen® will also be present in Asia in 2003, as partner of the Stella Artois Screen® Starlight Cinema Festival in Singapore, Asia's largest outdoor cinema festival series;
- Stella Artois Screen® website, www.stellaartoisscreen.com, provides you information on all the film-related happenings in which Stella Artois Screen® countries are involved.

"Interbrew is thrilled to be present in Cannes for the second year with its powerhouse brand Stella Artois®." said Brent Willis, Chief Marketing Officer of Interbrew. "In line with our strategy of The World's Local Brewer© we are proud of the successful implementation of our international film sponsoring strategy in our local Stella Artois® markets around the world."



19 May, 2003