Through five weekly periodicals, convince 1759 Society members that St Patrick's Day is a holiday season (not just a day), and Guinness Draught is the only credible choice for the holiday season. Also, encourage members to send stories to legal drinking age friends.The Guinness 1759 Society is an opt-in loyalty programme designed to entertain, inform and reward loyal Guinness consumers.Even loyal Guinness fans consume a small amount of the product, compared to other brands of beer. This is due to a variety of barriers including perception, product format and seasonal consumption habits; barriers which we overcome through the Guinness 1759 Society.Equally important, all communications must remain socially responsible by targetting only those of legal drinking age and promoting responsible drinking behaviour.Audience: men (aged 21-29) who have indicated that Guinness is one of their favourite beer brands.