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Guinness and Harp get jump on St. Patrick's Day.

Guinness and Harp get jump on St. Patrick's Day

On September 17, Guinness Stout and Harp Lager will launch the fifth annual "Halfway to St. Patrick's Day" promotion including rebate offers and a nationwide search for the 1990 "Miss St. Patrick's Day."

"September 17 kicks off a high-energy period for us," said Cynthia Shore, marketing manager, Guinness Import Co. "Our efforts will be spearheaded by the `Halfway' promotion which contributes to volume increases and heightened consumer interest in the brands."

This year's promotion will be marked by point-of-sale materials and rebates. Promotional merchandise in green, yellow, red and purple and posters of the current Miss St. Patrick's Day will be used in an attempt to catch the consumer's eye.

In addition, consumers will be encouraged with rebates of $1 off each six-pack and $5 off each case of Guinness and Harp.

The import company hopes to run the promotion through October, supported by a half-page ad in USA Today and full-page ads in Sports Illustrated and Rolling Stone.

All point-of-sale materials invite consumers to compete for the "Miss St. Patricks' Day" title worth $50,000 in cash and prizes. Contestants can send in their photo to the Guinness Import Co. or compete in regional pageants held throughout the country with 15 semi-finalists chosen to compete in New York City, where that number will be whittled down to five finalists.

Each of the finalists will receive $4,000 and a chance to compete in the 1990 "Miss St. Patrick's Day" competition in which the grand winner will be elected by the consumers.

"Over the past four years, participation in the promotion and the Miss St. Patrick's Day contest has been outstanding," Shore said. "Last year we received over 3,000 photo entries and 125,000 consumer votes from across the U.S."

PHOTO : TOUCH O' THE IRISH--Point-of-sale materials highlight the 1989 "Halfway to St. Patrick's

PHOTO : Day" contest sponsored by Guinness Stout and Harp Lager. Rebates, targeted advertising and

PHOTO : a full-scale search for the 1990 "Miss St. Patrick's Day" should ensure a successful fifth

PHOTO : year for the promotion, the Guinness Import Co. said.
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Title Annotation:Guinness Stout and Harp Lager
Publication:Modern Brewery Age
Date:Aug 14, 1989
Previous Article:Kaliber
Next Article:Industry sluggishness hits import category.

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