AUCKLAND, Today: Heineken® Silver has served up a standout summer moment, transforming the historic Parnell Lawn Tennis Club into Club Silver, a contemporary open-air lawn bar and Auckland’s newest social hangout.
Open from early December through late January, Club Silver refreshes the country-club vibe with lazy afternoons, striped parasols, polished greens, secret DJs, rotating food partners, and a packed calendar of cultural takeovers.
Founded in 1872, Parnell Lawn Tennis Club shares Heineken®’s long heritage, making the decision to open its courts to the public for the first time in decades feel nostalgic, special, and refreshingly new.
Nestled between Auckland Domain and the city skyline, Club Silver delivers a sun-soaked oasis, perfect for dropping in, settling back, and enjoying the best part of the day before heading into nearby nightlife.
The experience anchors Heineken® Silver’s ‘Silver Summer’ campaign, tying directly into the wider Heineken® “Join the Club” brand platform.
DB Breweries Marketing Director Fraser Shrimpton says the brief was clear, create a space that genuinely reflects how Kiwis enjoy Heineken® Silver.
“Afternoons are the heart of a New Zealand summer, and that’s exactly the moment Heineken® Silver owns.” – DB Breweries Marketing Director Fraser Shrimpton
“Afternoons are the heart of a New Zealand summer, and that’s exactly the moment Heineken® Silver owns. Club Silver is built for that golden window. It’s premium but easy. Stylish but relaxed. It’s unmistakably Heineken®.”
“We wanted to make Club Silver impossible to miss. Every channel works hard to drive discovery, foot traffic. We were really excited to be able to broadcast live DJ moments across Auckland in real time, from roaming digital trucks to high-impact OOH. We turned the energy of the club into a stream of live content that can find people wherever they are.”
Special PR led creative ideation, brand experience, and media relations, while Dentsu Aotearoa delivered a nationwide media plan across outdoor, digital, Uber, Spotify, and social channels.
Saatchi & Saatchi NZ supported the Heineken® “Join the Club” platform, with Multiplied extending Club Silver into retail across major liquor partners nationwide.
The Supreme Group brought the concept to life, fitting out two tennis courts and transforming them into a relaxed stage for one of Auckland’s favourite summer sports, lounging and sipping.
Club Silver is open every Friday and Saturday from 2–8pm until January 31, with an evolving mix of cultural takeovers, surprise sets, public days, and ticketed events.
CREDITS
DB Breweries
Marketing Director: Fraser Shrimpton
Senior Marketing Manager: Cormac van den Hoofdakker
Senior Brand Experience Manager: Monique Gibson
Shopper Marketing Manager: Annabel Buckley White
Marketing Manager: Hannah Gray
Brand Manager: Jonty Holmes
Brand Event Manager: Chloe Brown
External Relations Manager: Natasha MacKenzie
Special PR
Managing Director: Kelly Grindle
Group PR Director: Natasha Benét
Senior PR Director: Harry Willis
Senior PR and Content Manager: Sophie Harsent
Senior PR Executive: Kale Dixon
Saatchi & Saatchi NZ
General Manager: Annabel Rees
Group Business Director: Aaron Hodgson
Senior Business Director: Rory Kelly
Business Manager: Jeannie Grace
Dentsu Aotearoa
Senior Business Director: Tasmin Bradley
Associate Digital Director: Grace McCarthy
Business Director: Lucciane Surtees
Social Media Lead: Ellie Ritchie
Senior Business Manager: Melis Shosanya
Senior Account Manager: Caitlin Knox
Digital Manager: Lawrence Kim
Multiplied
Partner: Tom Roydhouse
The Supreme Group
Director: Reuben Yeoman
Project and Event Manager: Toni Rowe
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