Smithwicks visitor experience, Kilkenny

This case study investigates how Smithwicks, the Kilkenny tourist destination owned by Diageo, aimed to overcome an old-fashioned image by launching "Visitor Experience".

Smithwicks visitor experience, Kilkenny

Campaign details

Agency: Geometry @ OgilvyClient: DiageoCategory: Brand BuildingCountry: Ireland

Background

In June 2013, Smithwick's closed the doors of its brewing operation in Kilkenny and moved all production to Dublin at the famous St James' Gate.

At this crucial time, Smithwick's was seen as an old-fashioned, forgotten and uncool. Whilst among the clutter of fierce competition, world renowned visitor centres such as the Guinness Storehouse and the Jameson Distillery populate Ireland's capital city, dragging visitors away from the home of Smithwick's.

The opportunity arose and the existing visitor centre...

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