Celebrity Publican (Euro RSCG KLP - 2003)

Client: Guinness (Diageo)

• In 2003, research was showing that 21-29 year olds perceived Guinness to be for an older demographic.
• KLP created a PR campaign around a celebrity to drive affinity and awareness.
• Consumers voted for their favourite Belfast bar on the promise that Johnny Vegas, a well known brand ambassador, would be the celebrity publican for a day in the winning bar.
• Email invitations were sent to consumers who could then apply for a place on the guest list via a microsite.
• The microsite was used to:
  • communicate details of the event
  • handle guest list applications
  • deliver post-event content including photos
  • evaluate post-event opinion via an online questionnaire

As the project manager, my responsibilities included:

• Scoping, budget and proposal development. Including creative idea generation and brainstorming.
• Writing creative brief and managing designers.
• Information architecture and specification including sitemaps and project documentation.
• Attending client meetings and helping to manage client expectations.
• Coordinating content development.
• Managing developers, designers and copywriters to ensure work is delivered on time, on brief and within budget.
• Monitoring progress against timeline.