Guinness Experiential Marketing.docVIP

 PAGE \* MERGEFORMAT 6 Guinness Experiential Marketing ■ Man / Scott Kirsner Translation / Choi Dong-e How to make a 243-year history with the brand perk up? The answer is: the power of history and contemporary designs integrate the charm, so the brand to provide consumers with a modern experience. Dublin Guinness Brewery (Guinness Storehouse) against their own brands were reconstructed successfully in customers, employees and the general public to play a good role. When the Guinness began to re-design its own in Dublin, Ireland that outdated visitor center, this well-known brewery know want to build not just for people to visit a shrine, of course, firmly grasp the enterprise’s own magnificent 243 year history that a solution to Ireland Beer pilgrims from the Holy Land of Thirst is also very important. But more important is that Guinness to prepare for future development: the use of an ultra-modern equipment for this ancient vigor and vitality into the brand, re-this old link up businesses and young people. Guinness Brewery opened in late 2000, its characteristics is that it shows a number of Guinness is able to describe the company’s history exhibits, along with meeting rooms, galleries, restaurants, cafes, bars, activities, places, and an employee training center. Therefore, the Guinness Brewery has played a mixed role, is a traveler, Guinness employees and gathering place for Dubliners. ‘Guinness is a completely and the general public related to the brand. It is to do is to allow people to come together to share each other stories. ‘Imagination Inc. (Imagination Ltd) Marketing From EMKT. and strategic planning director of Ralph (Ralph Ardill) said. This is an avant-garde design company in London, dedicated to helping companies build competitive strategy. ‘Guinness brewery to play a powerful role in the social catalyst. ‘Guinness brewery in the design, when the company attempted to reproduce the Guinness Bar Office of the magic charm, filled with many