TRO flies high with extended Guinness Class campaign

Experiential agency TRO has been tasked by Guinness to repeat and expand on last year's Guinness Class campaign.

TRO's Guinness Class experience returns
TRO's Guinness Class experience returns

This year’s campaign, which started on 4 October and runs until 30 November, will involve double the amount of activity compared to 2012. It will include a tour of 1,750 bars in 23 cities and towns in 18 nights, spread across nine weeks, equating to 5,250 bar events in total. 

The Guinness Class 2013 campaign will also involve more than 230 brand ambassadors who will form the flight crew wearing branded uniforms as part of the experience.

Nick Britton, marketing manager for Guinness Western Europe, said: "Guinness Class has driven dynamism in the on-trade, with strong sales and equity uplifts. Through this experiential activity we have brought to life our brand belief that no one should settle for the ordinary."

Last year’s Guinness Class experience saw flight attendant brand ambassadors enter bars in teams of three and task each Guinness drinker to shake a Guinness prize generator – an electronic tablet – with the opportunity to win prizes such as iPhone covers, key rings or a free pint, as well as one lucky winner who could fly in a private jet to Dublin with four friends.

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