DIAGEO BEGINS GUINNESS PARTY OF CANADA CAMPAIGN
By Adnews Staff
Toronto-based Diageo Canada began a new marketing campaign for its Guinness beer yesterday. The campaign uses a device called "The Guinness Party of Canada," which was introduced at an event held at The Irish Embassy in Toronto. One part of the group's platform is to make March 17, St. Patrick's Day, a statutory holiday. In the weeks preceding that date, Canadians will be invited to visit <http://www.guinnessvote.ca> to vote on whether or not the day should be made a national holiday. All those who vote will be entered in a draw for a trip for four to spend St. Patrick's Day in New York City. The campaign's advertising components include national television advertising, which broke last week, as well as radio advertising and promotions that will begin in mid-February. Diageo will also conduct promotional activities at Canadian pubs. The television advertising was done by BBDO Canada. Public relations are being handled by Strategic Objectives.