Foster's, the Official Beer of the Sydney 2000lympic Games, today revealed the first stage of an intensive training program for the world's greatest party athletes.
The first of an expected 500 global World Party Headquarters venues opened in Sydney at the Kings Cross Hotel, with a colourful launch party this evening to be attended by Olympic athletes, celebrities, entertainers and leading Sydney identities.
The recreation of the Kings Cross as an Olympic-themed dance club kicks off a series of party venues which will build in number and intensity in the next 157 days, culminating in a worldwide network of pubs and bars which will be partying the Australian way during the Olympic Games. In Sydney, participating hotels will provide the Foster's experience for local drinkers and international guests, while simultaneously tapping into WPHQ venues in 70 countries via video and the net.
"Not everyone can physically be at the Games to witness and celebrate the events," John Murphy, Vice President Sales, Carlton and United Breweries, said. "But each of our Foster's World Party Headquarters venues will deliver a unique Olympic experience for anyone who joins in the celebrations here or around the world. Foster's World Party Headquarters will be the perfect place for everyone to share the spirit, and have their own personal Olympic party celebration."
The Sydney pubs will become Olympic landmarks during the Games, with extensive Olympic-themed signage and images, Olympic beer fonts and mobile bars, and a featured place on a special Olympic website, sydney2000.fosters.com.au. There will be be online competitions and ticket give-aways to keep the party spirit bubbling, as well as maps designed to help find the nearest World Party Headquarters - in Australia, Britain, the US, Europe, Asia or the Middle East. On the ground in Sydney, "z-card" maps will point would-be party people in the direction of the Foster's pubs.
Each venue will share the characteristic WPHQ theming, but the concept will be tailored precisely to suit the style of each place and its clientele.
The concept has been developed within Australia by Carlton & United Breweries, the Australian brewing division of Foster's Brewing Group. Internationally, the concept is being driven by Foster's International, the global manager for the Foster's brand.
Paul Kennedy, Vice President Marketing, CUB, said that the three-stage roll-out of World Party Headquarters, which began today, mirrored the preparation of an Olympic athlete. "We will peak just in time for the big event," he said. "The focus from now on will be on Sydney, and during the Olympics, the world will literally take a break to watch and enjoy the Games. Naturally, the Official Beer of the Sydney 2000 Olympic Games, Foster's, will be on hand to make that break a memorable one."
Further information:
Lisa Keenan
Tel: +61 3 9633 2233
Email: lisa.keenan@fostersgroup.com
