Guinness To Run £2m Rugby Ad Campaign

Diageo-owned brand Guinness is launching a £2m advertising campaign this week to
promote its title sponsorship of rugby union’s top flight.

The activity, created by ad agency Abbot Mead Vickers BDDO, will kick off
with a digital campaign which breaks this week before incorporating TV, radio
and print work over the course of the campaign which will run until May.

The on-trade market will also receive heavy publicity with pubs and bars
broadcasting rugby to receive one of the 7,500 Guinness point-of-sale kits,
which include pocket fixture lists, a Guinness rugby banner, bar runner, posters
and drip mats.

The pub-based push will also include a competition where customers can win
prizes including a 40-inch LCD television, Sky subscription and a
Guinness-branded fridge.

As well as the campaign activity above, Guinness will also bolster its rugby
ties through a series of subsidiary sponsorship arrangements including link-ups
with Talksport, Sky Sports and a season-long media partnership with The Times
newspaper.