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Amsterdam, 17 April 2012: Heineken® today unveiled a first virtual glimpse of its renowned Holland Heineken House, the official national house of Netherlands Olympic Committee (NOC*NSF) during London 2012, marking the 100 day countdown until its doors open on July 26.

For the first time through an innovative virtual tour, fans will be able to see how Heineken will be transforming the iconic North London venue, Alexandra Palace, colloquially known as ‘Ally Pally’ into the famous Holland Heineken House for Games-time.

The launch of the virtual tour reveals a venue interior which focuses on an exciting ‘This Must be Holland’ decorative concept seen throughout the design of the House. The overall look and feel illustrates a fusion of typically British characteristics with an orange twist, the national colour of the Netherlands.

Heineken® will continue its strong tradition of Olympic association by hosting Holland Heineken House for the 11th consecutive Olympic Games. Located approximately 20 minutes travel from the city centre and the future Olympic Village, the venue at Alexandra Palace will be the official base and ‘home away from home’ for NOC*NSF, for the duration of the Games.

Entertainment will be wide and varied at the venue, including sports activities, bars and restaurants and appearances by top DJs and performers from The Netherlands. In addition to a large hall where the medal ceremonies for athletes and performances will take place, the opening and closing ceremonies for the Games and all the live sporting action will be shown on large screens in the Heineken Arena. There will also be shops on site selling NOC*NSF and Holland Heineken House-branded merchandise, as well as activities by other sponsors.

 Heineken’s Olympic heritage spans two decades, having first hosted Holland Heineken House in Barcelona in 1992. The concept has grown immeasurably from a small set-up in the Barcelona harbor into a hotspot of activity for Dutch and international Olympic fans and participants alike. The stunning Ally Pally, surrounded by 196 acres of beautiful parkland and a panoramic view of the London skyline, is set to provide the backdrop for the biggest and best Holland Heineken House to date.

Hans Erik Tuijt, Heineken’s Global Activation Manager, said: “Holland Heineken House celebrates its 20th anniversary this year and this unique virtual tour shows that it will be the most memorable House yet both in terms of size and the experience we will offer our visitors. Heineken has an unparalleled reputation for providing consumers with the extraordinary, and it is no surprise that Holland Heineken House welcomed 100,000 fans in Beijing 2008 and 120,000 at Vancouver 2010. It is our goal to provide an even better experience in London.”

Entrance to Holland Heineken House during the Games is by ticket only. The virtual tour of Holland Heineken House can be viewed at www.youtube.com/hollandheinekenhouse

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