Title: PR Stunt – Ice ‘Pub’- Launch Guinness Extra Cold
Client: Guinness Extra Cold (Diageo) /Lexis PR
Category: international
Location: Broadgate Circle, London
Description:

The Creative Brief: To create a ‘working’ ice bar with traditional pub decor, Guinness Extra Cold branding, and an interactive area to create appealing photo-shoot site for the press. Additional requirement was to provide sampling trials to the public.
Innovative Solution: A full size 9 sq. m ‘Pub’ with an 8m bar counter, with real serving fonts, pouring Extra Cold product at prescribed temperatures. The bar was completed with a pool table, bar stools, the pub dog, dart board, branded clock and branded pictures with toucans and retro Guinness images. The project took 6 weeks to construct in our freezer warehouses, and consisted of 25 tons of carving ice. Construction took place between 3 am and 10.30am, involving a total of 18 crew including 4 sculptors. The Icebox handled all elements of the production, lighting, power, drainage and marquee requirements. The whole display, which was visited by hundreds of visitors was dismantled at 7.00pm the same day.
Dynamic Result: The ice structure was visited by literally hundreds of people, and the press coverage was absolutely phenomenal. The Guinness Ice Pub received international news coverage on CNN and Sky News channels and coverage on all the major UK TV networks, radio stations and national newspapers covering the event. Lexis PR and Guinness/Diageo were delighted with the exceptional coverage and volume of sampling.

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