The Independent has struck a deal with Guinness to celebrate St
Patrick’s Day with a free cover-mounted compact disc of Irish music.
The nine-track CD, which is styled in black and white to look like a
pint of Guinness, will be attached to the front of this Saturday’s Eye,
the Independent’s seven-day arts and entertainment listings magazine for
London and the South-east.
In all, 100,000 CDs will be distributed in the capital, and features
artists that include Mary Black, the former Pogue, Shane MacGowan, and
the indie band, Nervous.
The Independent/Guinness CD promotion will be backed by a press and
radio campaign which has been created by M&C Saatchi and bought by
The ads will run in Time Out and the Evening Standard, as well as on
Capital FM, Virgin FM and Jazz FM.
The Irish theme will also be continued inside the paper, with tips on
what readers can do over the St Patrick’s Day weekend and how to enjoy
Guy Griffiths, the advertising director at the Independent, commented:
’The ever-increasing popularity of Ireland and the timing with St
Patrick’s Day provided us with an ideal opportunity to capitalise on our
youthful readership, for whom music is a major interest.’
Duncan Eaton, the business development manager at the Independent,
explained: ’This is an excellent way of introducing people to the titles
as well as rewarding customer loyalty.’
While the expense of cover-mounting tens of thousands of CDs can prove
prohibitive, the Independent is planning to use such promotions again in
the near future, according to Eaton.