Sport Industry Group

Guinness to run £2m rugby ad campaign- 16 Jan 2007 00:00:00

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.