“Proposition 3-17” is known as “the drive to make St. Patrick’s Day a national holiday.” Taylor utilized a “through the line approach” to get a renewal of the proposition into 2009. Making this PR campaign one of the most successful in Guinness’s history. The proposition gained thousands of signatures and spread awareness to a younger demographic of 21-29 year olds through social media outlets such as Twitter and Facebook. This “direct to consumer approach” campaign not only created awareness about Guinness by effectively “reclaimed ownership” of a key consumption period know as St. Patrick’s day, which is the otherwise cluttered with competition every year according to the P.R Council.
For more Information on Guinness and proposition 3-17 you can visit http://taylorstrategy.com/guinness/