Luis Urgell’s Post

Creative Marketing - Turning Irish Pubs into Museums: Heineken's Innovative Approach A grand marketing idea and a story to be told. Heineken is stepping up to save Irish pubs, many of which face closure due to rising costs and taxes. By turning these historic pubs into virtual museums, Heineken is preserving their rich heritage while helping them stay open. Using AR technology and local historians, pub-goers can explore centuries-old artifacts, listen to local legends, and experience each pub's unique history—all from their phones. This project has unlocked over €230k in grants and boosted foot traffic by 30%, giving these pubs the support they need to survive. Heineken’s Pub Museums are not just about preserving the past and securing the future of pub culture, but also about smart marketing. #Innovation #Heritage #ARTech #Sustainability #IrishPubs #CulturalPreservation #ImmersiveMarketing #ThemedEntertainment #ViralMarketing #Museums #Heineken #Culture

Heineken saved Ireland's dying pubs with a genius marketing hack: Irish pubs are vanishing. 150 close each year. Rising costs, taxes, and inflation are crushing these historic spots. But Heineken found a sneaky solution. They discovered museums in Ireland get special treatment: • Tax breaks • Heritage Council funding • Protected status So they turned pubs into virtual museums. Take Sean's Bar (opened 900 A.D.). Walk in, and you'll see a simple plaque: "This pub is a museum" Scan the QR code, and your phone reveals: • Ancient battle spears • Original medieval walls • Lost David Bowie memorabilia ... or maybe that's only my imagination. But you know what I mean. The results? • €230,000 in new grants • 30% more visitors • Pubs saved from closure But here's why it's brilliant Heineken didn't save buildings. They preserved stories, memories, and gathering spots that shaped Ireland's soul for centuries. Each ancient coin, dusty record, and local tale lives on. And yes, you can still grab a pint while admiring history. Simple idea. Massive impact. Drop a comment if you think more brands should protect cultural landmarks like this.

This Heineken commercial video is moving. Our shared humanity is deeper than our differences, and when we are driven by curiosity rather than the will to win an argument, beautiful and respectful relationships can be formed. A respectful relationship is about loving and respecting each other despite our differences in beliefs and views. In the past year, I have become friends with people whom I never thought I could even sit with, because I would make personal assumptions based on their words and beliefs without truly knowing them. It took a moment of curiosity: 'I am curious to understand your thoughts because I am not able to see what you see. Help me see what I can’t see.' Curiosity opened my mind and my world, helping me understand things I previously struggled to grasp. More importantly, I realized that having strongly different views does not necessarily mean that we lack shared values that can foster bonds and develop into beautiful relationships. This is what we should strive for and teach our students: communicate to understand, communicate to seek the truth rather than to win arguments, and view disagreements as potential invitations to improve ideas or beliefs.

A huge mystery surrounded the organization of the McDonald's Global Convention, which took place April 8 - 11 in Barcelona, Spain, marking the first time it was held outside the United States. The fast-food company concluded its convention last Thursday at the Olympic Ring of the city, specifically at the Palau Saint Jordi, with the final surprise of the event: a private concert by the London singer and model ⭐ Dua Lipa and The Killers⚡ The world's largest 🍔 hamburger company also rented space at Montjuic's El Poble Espanyol, where an after-party was held and attended by about 15,000 participants, including executives, franchisees, and suppliers from 119 countries. This is the 30th edition of the congress and the first time McDonald's has held its global convention outside the American continent: "It makes the Spanish market the first to host this important event," the company emphasizes. The first McDonald's global convention took place in Florida (United States) in 1965. Since then, these meetings have been held in cities such as Las Vegas, Toronto, Chicago, and Hawaii. Attendees had the opportunity to visit museums, 🍽 ⭐ Michelin-starred restaurants, and participate in meetings held at the Fira Gran Vía in L'Hospitalet de Llobregat, Barcelona. I wonder which brand benefited the most from this event, whether it was McDonald's, Barcelona, Dua Lipa, or The Killers. The truth is, surely, everyone had an unforgettable experience, and they were ‘lovin’ it’ 😊 #brandstrategy #brandconvention #branding

🍻 Big cheers for local pubs! 🎉 The HEINEKEN Company is investing £39m into revamping , creating over 1,000 jobs in the process. That's 612 pubs, a quarter of Heineken's estate getting a new facelift and 62 currently closed locals set to swing open their doors again! 🏗️📈 From creating cosy snugs to high-energy sports zones, they're reshaping the pub experience to suit our diverse tastes and make every visit memorable. 🏠💡 Plus, eco-friendly upgrades are on tap, slashing energy use by 15%! 🌿♻️ It's more than a renovation, it's about fostering community hubs where laughter, sports, and good times roll. Let's toast to #JobCreation, #CommunitySpirit, & #SustainablePubs! 🥂🌍 #Hospitality #PubRefurbishment #LocalBusiness

With 1 day until the US Election, it feels as though we are “Worlds Apart”, yet it doesn’t have to be like that. Being in the US for work and to visit family during this election, I am saddened and discouraged by the vitriol on all sides and couldn’t help but think about the common ground that we share and that is typically ignored. I often reference Heineken’s 2017 “Worlds Apart” Campaign when speaking to people about finding common ground, and when we get right down to it, we are far more similar than we are different…across the world (and political parties and religions and genders and sexual orientations and, and, and…). I would challenge all of us to sit down with someone/people you don't know (and that you know), and really get to know them.  You may find out how much you both have in common despite what your stances are on a variety of topics. If nothing else, it’s a good reason to sit down and have a beer (or beer zero) with someone. Here’s to finding common ground! Cheers! (Note: I am not a Heineken beer drinker, however I have probably promoted Heineken over the years far more than any other beer brand because of a few of the Ad Campaigns they have run, the message they have conveyed and how they made me feel after watching them. *More Heineken campaigns to be shared in the future.)

I’m going to tell you something so subtle that it’s impossible to see it during the day... Yesterday, I got together with 2 friends to do what friends do on a Saturday night when they haven’t seen each other for several days; laugh, drink beer, and repeat old jokes... And besides the fact that they are two extraordinary people and one of them has been featured in Forbes Uruguay, what caught their attention was my TAG Heuer with the The HEINEKEN Company design on it. They asked how I got Heineken on my watch, how good it looked... how it reminded them of a Heineken advertisement, and so on... And that sparked a 5-minute conversation about that beer brand... But the most interesting part was that while sitting at the bar, when we turned to the bartender, all three of us asked if they served Heineken there... Then we drank and laughed, and the night went on... But the subtle, the interesting thing about this was that from an image on my watch, the behavior of three people was altered... The Heineken brand "took over" our minds and behavior, we were influenced by a simple image on my watch... And this is the psychological power of subtleties, this is the power of getting tiny details deep inside our brains and pressing the button from there. Using smartwatches to influence behavior is as simple as it is effective, it could work for you too. Have a great day. #loyalty #marketingideas #loyaltyprograms #heineken #tagheuer

South London stadium deemed dirtiest out of UK’s largest 23, new study reveals With food festivals and concerts in full swing, Crystal Palace's Selhurst Park Stadium in South London has been named the worst for food hygiene out of all stadiums across the UK, a new study has found. The 'Filthy Football League' index by Victor Floorcare used data based on a selection of negative keywords around cleanliness in reviews left by visitors, alongside a hygiene rating from The Food Standards Agency, to rank the country's most popular stadiums based on cleanliness. Selhurst Park stadium in London, with a 25,400 capacity, had the highest percentage of reviews containing negative words such as 'dirty', 'filthy', 'unhygienic' and 'disgusting' - with many disappointed visitors commenting on the toilet facilities and the overall cleanliness of the stadium. Selhurst Park also had an average score of three out of five for food hygiene, meaning that there is also room for improvement when it comes to the cleanliness of its catering facilities. Coming in second is Luton Town's Kenilworth Road stadium. Recently home to BBC's Radio 1 Big Weekend, its cleanliness still leaves much to be desired according to visitors - and, since Luton FC was promoted last year, it is even more important that the stadium is spick and span. Recently hosting Taylor Swift's Eras Tour and due to host the upcoming Bruce Springsteen tour, Wembley Stadium is known for hosting big names - but despite this, still makes the five worst rated. more: https://lnkd.in/esNQi_sJ

The magic of macro to micro thinking: Exhibit 1 bellow: the new ad for Heinken by LePub => finding a unique behavior relevant to hardcore football fans => superstition => something you did when your team scored => called wife => repeat calling wife to ensure future wins => invite others to call wife for more luck Exhibit 2 in the first comment: the 2023 Cannes Lions award winning Tide ad by Saatchi & Saatchi (We Are Saatchi) => finding a unique behavior relevant to hardcore football fans => superstition => something you did when your team won => lucky jersey => can’t wash jersey to keep the luck inside => repeat wearing lucky stinking dirty jersey Same starting point. Different brand narrative. Different thinking destination. One of many destinations. Lovely to see it in action. Every macro observation is just the beginning of a magical journey to a unique micro observation which leads to a different savvy insight. KEEP DIGGING! 😊 #StructuredCreativeThinking #MicroCreativeThinking #Macro2Micro #KeepDigging #Insights #Creativity Cannes Lions International Festival of Creativity The HEINEKEN Company #HardcoreFans

The solution arrives at a crucial time for events, venues and hospitality businesses who face a challenging landscape characterised by rising costs and diminishing profit margins. https://bit.ly/3Ux5yoF