Guinness, not only the home of the black stuff but also of storytelling.
Guinness have made their mark on brand storytelling by crafting their own brand story perfectly. They have become a company synonymous with telling stories, through their advertising, branding and their Storehouse attraction in Dublin.
The Guinness Storehouse is now the most popular tourist attraction in the capital, with just over a million people entering the famous building each year. On their tour visitors are immersed into the world of Guinness, through tastings, attractions and of course storytelling.
Immersing the public
Guinness know their storehouse is special. They know how to immerse their visitors into the world of Guinness and realise that this is a unique and exciting experience.
To go on step further and to give some of their visitors an even more unique experience Guinness Storehouse partnered with Airbnb as part of their “Night At’ series.
The “Night At” competition was all about making history. Guinness Storehouse created a unique sleepover experience like no other.
The online contest offered one lucky visitor the keys to a legacy filled with hundreds of years of history. They would become the first-ever residents at the Guinness Storehouse and stay in the attraction overnight.
The “Night At” the Home of Guinness became the most successful partnership for Airbnb’s “Night At” series. It allowed Guinness Storehouse to launch its first experiential campaign aiming to boost brand awareness. It succeeded in luring new visitors to Guinness Storehouse, increasing brand loyalty and generating social media engagement.
The competition increased Guinness Storehouse’s storytelling prowess and demonstrated that anyone could become part of their story.
Storytelling at the Storehouse
“It all began with Arthur: a man with such a belief in his beer that he stamped his family name on it. Over two hundred years later, we’re still honouring his legacy.”
Guinness story is a vital component of the Storehouse tour. Encompassing their brewing story, their world of advertising, their cooperage and transport and the Arthur Guinness story.
These different floors tell different stories about Guinness. They succeed in bringing visitors on a unique journey through the Storehouse and the journey of Guinness, from the barley they brew to how they transport it around the world.
The storytelling also goes into Guinness’ past, as visitors are treated to over 80 years of infamous Guinness ads. The memorable “Guinness is good for you” slogan to the much beloved Christmas ad.
Tourists say Guinness tastes better in Ireland. Surrounded by its heritage and its stories, its no wonder why.