Highlights will include the flagship Heineken Saturday event, headlined by music act, Hot Dub Time Machine, with the brand announcing the theme ‘dress like a tennis legend’.
The company is also bringing back the Heineken live stage set to feature a different musical act each day , and the installation of the Heineken Beer Garden– a custom built venue space playing host to thousands of fans.
The beer manufacturer cites creating meaningful experiences for its customers as integral to its marketing strategy.
“We want to create amazing, memorable experiences for all consumers, whether they are fans of the tennis or whether they just want to enjoy a refreshing, cold Heineken while soaking up the atmosphere around Melbourne,” said Alessandro Manunta, marketing manager, Heineken Lion Australia.
“We have big plans and ambitions for 2016 and beyond and we’re delighted to be able to launch with a blast as we continue to evolve our marketing activity.”
The Australian Open will run from 14 January, to 1 February.