VALA2012 Plenary 5 Roche

Guinness Archive: unlocking the potential of an iconic global brand

VALA2012 PLENARY 5: Eibhlin Roche
Thursday 9 February 2012, 8:45 - 9:55
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Eibhlin Roche

Guinness Storehouse, Ireland

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Thursday, February 09, 2012, 8:45 AM AUSEDT, 1 Hour 4 Minutes 6 Seconds.

Eibhlin RocheAbstract

In 2009, GUINNESS celebrated 250 years since Arthur Guinness signed a 9000 year lease on the St. James’s Gate brewery in Dublin. Since 1759, GUINNESS has grown to become one of the world’s most iconic brands and the pro-active digitization of the Guinness Archive is recognized as a key enabler to the future growth of the brand. This paper will explore the central role of the Archive in the development and interpretation of content for the Guinness Storehouse visitor experience, and demonstrate how the digitized Archive allows the global GUINNESS marketing teams exploit and communicate heritage information to consumers in new and innovative ways in the digital user environment in order to grow brand reputation.

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