overview
Two hundred years after the first Guinness beer arrived in America, the storied brewer decided to build the Open Gate Brewery (OGB) in Baltimore. With a focus on innovation, it would allow them to be a part of what is the most exciting and diverse beer market in the world right now: the United States of America.
Guinness
OPEN GATE BREWERY BALTIMORE
Collins + Co. is helping transform what the brand means to beer drinkers in Maryland and across the country. We are securing earned media opportunities that highlight experimental beers brewed on site that challenge the notion of Guinness as just a stout beer.
Collins + Co. created a two-prong tourism program to a) encourage destination marketing organizations and key partners to showcase the brewery visitor experience while elevating the region as a top beer destination…
Rather than simply handing out sponsorship checks, C + Co. established strong partnerships with community organizations. This allowed the brewery to give back to local causes while enforcing the company’s values and key pillars. By focusing on a small number of organizations, OGB was also able to reduce the number of hours spent on sponsorship solicitation, amplify their message of community commitment, and most importantly, create significant impact for many years to come.
strategy
public relations
WORK
Collins + Co. is the brewery’s marketing AOR, brought on before the Baltimore outpost’s opening. As an extension of the brand’s in-house marketing team, we were tasked with two goals: 1) Attract 300k visitors to the brewery in the first 12 months and 2) manage the brewery’s role and reputation in the local community.
Goals
EDUCATION: MORE THAN A STOUT
BE A TOURIST IN YOUR OWN BACKYARD
COMMUNITY COMMITMENT
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