Diageo (Ireland) - Guinness Regional Sponsorships

Stout brand, Guinness, has traditionally been the major sponsor of regional festivals and events throughout Ireland, but over time the sponsorships had become fragmented.
  

Diageo (Ireland) – Guinness Regional Sponsorships

Campaign Title Guinness Regional SponsorshipsBrand Diageo IrelandCategory B3 Integrated Campaign Medal GoldAgency Il Proximity

SUMMARY

Guinness had traditionally been the major sponsor of regional festivals and events throughout Ireland. However, over time the sponsorships had become fragmented and lacking in any sense of uniformity or support for the Key Brand Benefit of Knowing What Matters.With competition from other beer brands, a unified sponsorship strategy based on the relevant festival had to be developed that would offer consumers the opportunity to...

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