We used the 250th anniversary of Guinness as an opportunity to launch a massive annual sales spike outside of St. Patrick's Day – while simultaneously building a connection with a new generation of Guinness drinkers. We did it by creating a remarkable celebration, on a scale never attempted before.Across TV, press, outdoor, online, PR and in-bar, we invited consumers to ‘Join the worldwide celebration’, building a huge buzz towards the 24th September – Arthur’s Day.On Arthur’s Day, millions of people around the world came together to raise a Guinness ‘To Arthur!’. The celebrations also comprised a series of spectacular events in Dublin and cities around the world, with superstars like Tom Jones, Kasabian, Razorlight and Dizzee Rascal toasting Arthur Guinness at exclusive concerts.

The promotion was a call-to-action to 'Join the worldwide celebration'. The invitation went out via TV and print advertising, POS, online and PR along with the remarkable story of Arthur Guinness himself. In-bar comms, online and PR set up a competition with prizes including a trip into space on the Virgin Galactic spaceship. Everything built buzz towards 24 September: Arthur’s Day. This was a spectacular series of events held at venues around the world, with superstars including Tom Jones, Black Eyed Peas and Kasabian playing exclusive concerts. Footage was televised live in thousands of pubs to millions of people who joined the celebration and raised a Guinness to Arthur. Later, the pre-recorded TV show reached millions more.

- Biggest sales on a single day in Ireland ever - 1.8 million pints sold vs. 500,000 on a normal day.- An extra 1 million more pints sold in the UK on a normal trading day – 2.3 million in total.- Over 1 million unique website visitors in the week of Arthur's Day; 250,000 registered online to win.- The Arthur’s Day television special had a broadcast reach of 750 million.- Over 2 billion total media impressions.- Almost 500,000 new Guinness drinkers; sales since up by as much as 15%.- Thousands have signed a petition to make Arthur's Day a public holiday in Ireland.