Independent lauds St Patrick’s Day in a Guinness CD tie-up

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 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

Zenith Media.



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

Irish culture.



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.



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