Heineken?s Cities Project wants to help restore 10 sites in cities across the U.S. In the constant competition for consumer attention, it sometimes seems like there?s no surface in the city immune from advertising. So, in a bid to get attention, one beer brand has decided to help conserve, instead of commercialize, the urban landscape.
This summer, Heineken?s Cities Project initiative is focusing on 10 different monuments and sites in U.S. cities, using IndieGoGo as a crowdfunding platform to raise awareness and funds for restoration. To get added attention for the brand, as well as historic preservation, the campaign is leveraging concert tickets as perks to drive engagement; pairs of tickets for this summer?s Bruno Mars tour have been donated to raise money for the campaign. Heineken?s Cities Project has been in operation since 2015, and has supported projects in New York City (the +POOL, a floating, water-purifying pool), Los Angeles (Beautify Hollywood), San Francisco (the Bay Lights installation) and Miami, where it provided $100,000 to support renovation of the city?s waterfront Marine Stadium.

According to Jason Clement, the community outreach director and Heineken Cities project manager for the National Trust for Historic Preservation, Heineken decided to broaden its campaign this year, beyond its larger $100,000 to +POOL, to hit more cities (and presumably reach more beer drinkers).
The program differs from some other urban design crowdfunding projects by ...