By Delynn Ho, Regional Director, Southeast Asia
In an integrated multi-media campaign that ran across television, in newspapers and online, Guinness recently raised a toast to its founder. From Ireland – where it all began – to New York, Nigeria and Malaysia, cries of “To Arthur!” could be heard: “To Arthur Guinness, 250 remarkable years!”
Two hundred and fifty years ago – in 1759 -- Arthur Guinness signed a lease on St. James Gate in Dublin, the site of Guinness' first brewery. The stout is still brewed there today.
To celebrate, Guinness put on concerts in four continents. And to drive people to the event in Kuala Lumpur, where the Black Eyed Peas would perform, the brewery ran mobile ads on the BuzzCity Network.
The campaign objectives were clear: