Pierce Brothers perform at the Australian Open

The world’s leading international premium beer brand, Heineken, kicked off its 2016 marketing activity in style with activations taking place across Melbourne in January to mark the annual festival of tennis.

A key part of Heineken’s marketing strategy is to create meaningful experiences through its consumer activations. To underline that commitment, Heineken are bringing back the Heineken Live Stage to The Australian Open featuring a different act each day of the tournament, hosting an eclectic mix of some of Australia’s hottest music acts and DJs.

Australian Open Tournament Director Craig Tiley said the impressive music line-up would cater to all tastes.

“This year’s home grown line-up has something for everyone, from well-known music names to independent and emerging artists,” he said.

“Fans flock to Melbourne Park not just for the world class tennis but also the fantastic carnival atmosphere. The Open Sessions are sure to add an extra layer of entertainment.” 

With a massive crowd in attendance the Pierce Brothers absolutely rocked the Heineken Live Stage at Grand Slam Oval on Australia Day Eve (Monday 25th January)