Guiness Storehouse
What they asked us to do ...
- Relaunch Dublin’s number one tourist attraction, Guinness Storehouse, to audiences throughout Europe and the U.S. following an attraction revamp.
- Promote Dublin as an ideal tourist destination – and Guinness Storehouse as an essential part of any trip.
What we did ...
- Extensive media relations campaign to secure positive editorial coverage around the redevelopment of the attraction.
- Coordinate proactive media relations through sister agencies in France, Germany, Spain, Italy and the U.S.
- Coordinate and manage two press trips for 25 target publications across five countries. The trips included private 'behind the scenes' tours, meetings with key staff and extensive briefings, as well as sight seeing in and around Dublin.
- Worked with Tourist Board in each market to deliver most suitable itinerary at a low cost.
Our results ...
- 51 pieces of branded media coverage appeared across the five countries with a total readership of 15,087,487—an ad value of £180,948 and PR value of £542,844. All editorial specifically related to the redevelopment of the attraction with positive messaging and recommendations to visit.
Said Valentina Doorly, Marketing Manager, Guinness Storehouse: "Cohn and Wolfe and Guinness Storehouse® have been working together for three years and over that time we have built a solid relationship which has helped achieve a constant level of high results. Our campaigns are run simultaneously in Europe and the U.S. and each year the team has achieved a significant level of coverage in each market, contributing substantially to building our brand awareness.
"From the start of our relationship, the agency grasped our strategy and direction which has enabled them to hit the ground running and allowed us to build relationships with influencers and opinion leaders within the industry."
