Here’s to ‘Arthur’s Day’
Today is ‘Arthur’s Day’. Right across the world, celebrations for the
GUINNESS 250 anniversary will reach their peak, marking the birthday of one of our
most famous and enduring brands. These celebrations are helping to focus the spotlight on this island's history, culture and heritage and encourage more visitors to come here.
In Dublin, festivities will begin today at 17:59, with a star-studded line-up, and they’ll carry on around the world from Lagos, to Kuala Lumpur and New York. In addition, the celebrations in Ireland and other countries will be beamed to global audiences through SKY, ITV2 and DirecTV.
Tourism Ireland has been doing its bit, throughout the year, promoting ‘Arthur’s Day’ and the GUINNESS 250 as an additional, and very special, reason to visit the island of Ireland this autumn.
Imaginative programmes have run in partnership with the Guinness Storehouse, Dublin Tourism and others. See below for some examples.
Who knows, it might even become an annual event.
In Australia, Tourism Ireland, Virgin Atlantic and CIE Tours promoted the Guinness 250 birthday celebrations as part of a seat sale, with free trips to
Dublin for ‘Arthur’s Day’.
- Brewmaster Fergal Murray visited Shanghai in August to host travel trade and media events for Tourism Ireland and Guinness.
- In Great Britain, GUINNESS 250 was promoted to 3.6M potential visitors with the invitation, “Take a stroll around Dublin and enjoy its endless surprises”; special air and sea fares and good value industry offers were included. The anniversary also featured in a 16-page island of Ireland supplement distributed with The Observer newspaper at the end of August.
- Media visits and in-market publicity has been stepped up across the world to great effect. For example, the prestigious US Travel Classics conference, which brings together top writers and commissioning editors for publications like National Geographic, AARP, Travel and Leisure, Food and Wine, visited the Guinness Storehouse; excellent features have already been published, with more to come.
- NBC television taped interviews at the Storehouse during their visit in March, as did French radio, in May. German TV, is visiting this month.
- Spanish and international media accompanying Real Madrid on their
pre-season training session at Carton House this summer were briefed on the anniversary and many visited the Guinness Storehouse to record or broadcast from the site.
- Promotions have linked to Dublin Tourism’s “The Pourfect Pint” viral competition in the Netherlands, Italy, Canada and New Zealand and other markets.
- A “Fly me to Ireland” emarketing campaign also ran with Aer Lingus, Diageo and the Guinness Storehouse in Spain.
- Business Tourism contacts have been targeted in France, Canada, Italy,
Australia and other markets.
- Direct marketing brought news of 'Arthur's Day' to millions of consumers, trade and media contacts in major markets.
- In Japan and the Middle East, the GUINNESS 250 featured in Tourism Ireland Twitter and Facebook posts.