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OBJECTIVE:

Increase awareness of Guinness Draught in a Bottle and ‘out of pub’ consumption of Guinness. Make any occasion a Guinness occasion and build the ‘Guinness Party of Canada’ database and develop ongoing relationships with Guinness enthusiasts.

 
 
  STRATEGY:

Utilize an integrated advertising, PR, on-premise and online campaign to increase awareness of and participation in the Guinness Party of Canada events and promotions that take place throughout the year.

EXECUTIION:
  • Utilize multiple referral mechanisms to encourage new party membership
  • Keep members updated throughout the year on the efforts to make St. Patrick’s day a national holiday
  • Run quarterly contests/promotions for keep consumers coming back and engaged
  • Run email marketing campaigns and online advertising to coincide with important site updates and events
  • Continually develop site content to keep members excited and coming back again and again:
     –Create ‘BELIEVER’ profiles to profess their love for Guinness
     –Send ‘ecards’ to friends and win Guinness gear
     –Opportunity to win Big prizes like a Pub Tour to Ireland
     –Develop an ecommcerce site that sells Guinness gear
 
  RESULTS:
  • Huge buzz factor in print and radio
  • 12% increase in database
  • 30% response rate to e-mail
  • 3,000+ Guinness ‘BELIEVER’ with strong brand loyalty statements.
  • Integration of online and on-premise prospect databases
     –Creation of application for on-premise registration
  • Self-publishing and personalization options
  • Creation of self-sufficient recruiting mechanism for the brand
www.guinnessvote.ca
 

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