GUINNESS PARTY OF CANADA PROMOTES ONE-YEAR ANNIVERSARY
By Adnews Staff
Diageo Canada has begun searching for a "Minister of Good Times" as part of its Guinness Party of Canada campaign. The concept was created one year ago by Strategic Objectives of Toronto to promote Guinness beer in Canada. The contest is open to members of the Guinness Party of Canada, which can be joined at <http://www.guinnessvote.ca>. Participants must submit a statement as to why they or their nominee should be elected. On Feb. 5, five finalists (one each from Calgary, Vancouver, Toronto, Montreal and the Web entries) will win trips to the Guinness Party of Canada National Convention in Montreal on St. Patrick's Day, March 17. At the convention, the finalists will be tested on their knowledge of Guinness. The winner will be appointed "Minister of Good Times" and receive a Guinness fridge filled with Guinness Draught, a home theatre system and $400 in food from M&M Meat Shops. On-premise activities by Guinness promotional workers will support the contest, along with direct marketing to registered consumers and radio advertising in Vancouver, Calgary, Toronto and Montreal. Mixer is handling the on-premise activities. Brann Worldwide is handling the direct communications. BBDO Canada is creating the radio advertising. New Guinness television advertising, also from BBDO, will break during the promotion. Public relations are being handled by Strategic Objectives.