Guinness Regional Sponsorship mailing Jazz.

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 win prizes of tickets and trips to specific Guinness sponsored events.

Agency: Proximity, Dublin.