With the Light Up Your Local campaign, Guinness is bringing dazzling Christmas light displays to local pubs and celebrating the important role they play in their communities. A handful of pubs have been selected as part of the campaign and they include spots like The Lock Tavern in Camden, The Queen’s Vaults in Cardiff and The Pickled Sprout in Harrogate.
Guinness donated £30 million towards keeping pubs, bars and restaurants open in 2021, and its holiday efforts help to keep the giving spirit going strong.
Additionally, the Guinness Pub Choir (which can be seen in this year's holiday ad from the brand) will be sharing special performances. Special tracks will be available to stream on Spotify, inspiring people to connect with one another over Christmas, especially at their favorite local pubs.
What Makes This Trend Stand Out
- Localized Community Support
- Guinness' Light Up Your Local campaign highlights the importance of local pubs within their communities and provides them with support through holiday light displays.
- Digital Community Engagement
- The Guinness Pub Choir and special tracks available on Spotify offer a digital means for people to connect with each other over Christmas and local pubs.
- Brand Philanthropy
- Guinness' £30 million donation shows the potential for brands to use their resources for philanthropic efforts within industries that support their image.
Sectors Adopting This
- Food & Beverage
- The Light Up Your Local campaign and Guinness Pub Choir offer unique marketing opportunities for pubs, bars, and restaurants to engage with their local communities through digital and physical experiences.
- Music & Entertainment
- The Guinness Pub Choir and holiday performances available on Spotify demonstrate the potential for music and entertainment industries to create unique opportunities for community engagement and support.
- Corporate Social Responsibility
- Guinness' philanthropic efforts in supporting pubs, bars, and restaurants offer an example for other companies to consider how their resources can be used for social good within their respective industries.
