Today, the Heineken Inspire team will go on a tour of the North Coast to engage the support of consumers across the island.

This campaign is aimed at unearthing talents in the four categories of art, music, film and fashion. Following the tremendous success of last year's inaugural staging of the Heineken Inspire campaign, the premium beer brand is on a mission to inspire the creativity of Jamaicans and hone those talents as best as it can.

"Young Jamaican artistes find it incredibly hard to break into the business on their own, while trying to build their names and secure appreciation for their pieces. Heineken realises this fact and decided to create a competition that would showcase that passion and talent," said Nasha Douglas, brand manager for Heineken.

The tour will start in Ocho Rios at Gaza Bar and John Crows then move to Turf Paradise (St Ann's Bay) on to Duncans, Trelawny, to Rainbow Tavern/Kiki Louge, then Falmouth: Family bar, and end at MoBay Proper bar in Montego Bay, St James.

ingenious

"We encourage persons to come out and be a part of this tour, it will give an opportunity to learn about how to enter the competition, and be a star with Heineken," she added.

Interested persons are encouraged to be as ingenious as possible by submitting their inspired pieces using Heineken, and all elements of the beer as inspiration. Contestants are asked to develop a detailed concept and present it to a panel of judges at any of the three castings. The castings are set for - August 31 at Blue Beat, Montego Bay; September 7 at QQs Bar Sav- la-Mar and September 14 at Triple Century, Kingston.

Entries from each category will be selected and placed in Heineken Incubator where each person selected will be given $25,000 to work with a mentor and develop the idea.

The panel of judges made up of industry leaders will make the final decision, and the announcement will be made at the grand finale. Each category winner will receive $250,000 plus other prizes.

"A second tour on August 30 will focus on the South Coast. The details of that will soon be disclosed," Douglas said.