LVA partners with 7 major drink brands for €150k campaign
The Licensed Vintners Association (LVA), the trade association for Dublin publicans, has partnered with seven major drinks brands to launch an innovative new marketing campaign targeted at connecting Dublin pubs with the millennial market. The €150,000 campaign is using a series of seven digital videos delivered through social media and online placement to highlight the appeal of Dublin pubs to this target audience via a fresh and relevant visual focus.
Five Lamps, Rockshore, Jameson, Coors Light, Bulmers, Guinness and Franciscan Well are the drinks brands partnering with the LVA on the campaign. Each brand is taking its turn to work with the LVA on a specific video, with the emphasis placed on promoting the Dublin pub experience rather than on a specific brand.
By highlighting the cultural significance of Dublin pubs in a contemporary setting, the campaign aims to reinforce their importance within modern life in the capital for the 25 – 35 demographic. This is a key customer segment for pubs and for the drink brands who are pushing hard for market share with a wide array of other leisure options.
The campaign will run throughout the summer and into autumn, with a different video appearing every few weeks. So far the campaign has generated over 1 million impressions from the first two videos, produced with brand partners Five Lamps and Rockshore respectively. The next video in conjunction with Jameson is expected to be published this week.
The campaign tagline is “Dublin pubs – the best pubs in the world.”
Commenting on the campaign, LVA Chief Executive Donall O’Keeffe said, “This is a new type of campaign, with a trade association coming together with major drink brands to promote a significant aspect of Dublin living. We are seeking to reframe the importance of Dublin pubs to this younger demographic, who have a huge array of options when it comes to how and where they spend their spare time. We aim to remind them of the wide appeal of Dublin pubs and how these venues play a central role in their social life.
“To connect with this audience we were very conscious that we needed to come up with fresh and impactful visuals that were contextually relevant. We also know how difficult it is to get in front of that audience, which is why the campaign is utilising digital videos delivered through social media and other online platforms. You could say it is a new, marketing approach from a mature and traditional sector, but one which understands the importance of adapting to market behaviour,” Mr. O’Keeffe concluded.