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Heineken nabs popular billboard spot
Atlanta landmark one of brewer's 'spectaculars'
Oct 24, 1999 - Heineken has signed a five-year lease, giving it control over one of Atlanta's best-known billboards. The landmark billboard previously advertised Delta Air Lines. According to the Georgia Department of Transportation's 1999 traffic flow map, 406,200 cars pass through the nearby Grady curve each day.
"To be able to take over a landmark is a great opportunity for Heineken," said Mike Silver, the executive vice president of Lowe & Partners, the New York advertising agency that handles the Heineken account. David Perdue is one of the new owners of the property on which the billboard sits. He said he received "a whole lot of interest" from people in the advertising business who had realized that the billboard deal Delta had with Boomershine Automotive Group Inc., the property's previous owner, could be in jeopardy. "Delta chose to let the lease expire," Perdue said. A bidding war followed, and Perdue said Heineken, which finally found Perdue after a series of nine phone calls, won on its merits. Although the parties would not discuss the lease, industry sources said the billboard could lease for $10,000 to $20,000 per month. Silver said the Heineken billboard, which will continue to broadcast the date and time as well as community messages, has been designed specifically for the Atlanta market. Instead of focusing solely on Heineken's emerald green bottle, the billboard will reference "all the peaches" -- Peachtree Street, Peachtree Industrial Boulevard, West Peachtree Street. This is the first date and time board for Heineken, but Silver said that the Atlanta sign would provide the beer maker an entree into that type of sign. Atlanta is one of several key markets for Heineken, Silver said. In those markets, Heineken is leasing "spectaculars," landmark signs that can encompass the entire side of a building.
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